Communication of Green Marketing Strategies for Creating...
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Faculty of Education and Business Studies Department of Business and Economic Studies Studies Communication of Green Marketing Strategies for Creating Consumer Awareness: A study of grocery retail sector in Sweden. Authors Archana Yadav Ganganaboina Sana Riaz Second Cycle Date: 17-06-30 Supervisor: Sarah Philipson Examiner: Maria.Fregidou-Malama
Transcript of Communication of Green Marketing Strategies for Creating...
Faculty of Education and Business Studies
Department of Business and Economic Studies Studies
Communication of Green Marketing Strategies for Creating
Consumer Awareness: A study of grocery retail sector in Sweden.
Authors
Archana Yadav Ganganaboina
Sana Riaz
Second Cycle
Date: 17-06-30
Supervisor: Sarah Philipson
Examiner: Maria.Fregidou-Malama
Acknowledgement
We greatly appreciate and thank each and everyone who have helped us during our thesis
research and writing process.
We are grateful to our supervisor, Sarah Philipson, who have immensely supported and guided
us throughout the thesis research. Under her supervision, we have learnt a lot which helped us
to accomplish our thesis successfully. We are motivated and inspired by her teaching ‘the cost
of doing something and being wrong is less than the cost of doing nothing’.
We would also like to show our gratitude to our professor, Maria Fergidou-Malama for her
valuable time and feedback during our master thesis research and as well as our master’s
program.
An exceptional thanks to all the respondents from companies who have able to find time for us
from their busy schedule and give us all the information that is needed. We would also thank
our friend, Sadhna Alström, who has helped us with translation issues.
We would also whole-heatedly thank all our family and friends who have helped and supported
excessively throughout the thesis, which would otherwise have been hardly possible.
Thank you very much!
Archana Ganganaboina & Sana Riaz
Abstract
Title: Communication of Green Marketing Strategies for Creating Consumer Awareness: A
study of grocery retail sector of Sweden.
Level: Final assignment for Master Degree in Business Administration (MBA)
Aim: The aim of the study is to explore the process of green marketing communication
(preferred communication channels and messages) to create the customers awareness about
eco-friendly products.
Method: The study is done on three major grocery stores; Coop, ICA and Willys in Sweden.
Triangulation, both qualitative and quantitative research, is used to achieve accurate results.
Primary data is collected from interviews with respondents from companies and a customer
survey.
Results & Conclusions: The main findings are firstly: for grocery stores, point-of-sale and
newspaper are preferred communication channels for green marketing communication.
Secondly: The most suitable contents of communication messages for green marketing are
health issues and environmental protection. Thirdly: Customers want to know about the process
of certifying the eco-labels to eco-friendly products. Fourthly: Information function,
information of eco-friendly products that is conveyed through green marketing communication
to inform persuade and motivate the customers, and sustainability image (green reputation) of
companies can create customer awareness. Lastly: Green marketing communication itself
brings green reputation for companies.
Suggestions for future research: This study is limited to advertising contents of green
marketing communication. For further research, green marketing communication through
personal relations, visual identification and sponsorships should be studied to create customer
awareness. This study could be extended to other industries to seek more generalizable results.
The results of current study indicate that ecolabels on eco-friendly products needs to be further
explored. Hence, further studies can be done with regard how to make the customers aware
about the process of certification of eco-labels to eco-friendly products.
Contribution: This study contributes to existing literature by connecting the process of green
marketing communication with customer awareness.
Keywords: Green marketing communication, communication channels, communication
messages, eco-labels.
Table of Contents
Chapter 1: Introduction ....................................................................................................................... 1
1.1) Background .................................................................................................................................. 1
1.2) Problematization .......................................................................................................................... 2
1.3) Research gap ................................................................................................................................ 4
1.4) Research purpose and research questions .................................................................................... 4
1.5) Outline of the Study ..................................................................................................................... 5
Chapter 2: Theoretical Framework .................................................................................................... 6
2.1) Green marketing .......................................................................................................................... 6
2.4) Green communication messages for customer awareness ......................................................... 11
2.5) Eco-labels in creating customer awareness ............................................................................... 14
2.6) Conceptual Model ...................................................................................................................... 19
Chapter 3: Methodology ..................................................................................................................... 20
3.1) Research approach ..................................................................................................................... 20
3.2) Research Strategy ...................................................................................................................... 21
3.3) Data Measurement: Triangulation ............................................................................................. 21
3.4) Research choices ........................................................................................................................ 22
3.5) Data collection ........................................................................................................................... 23
3.6) Analysis Method ........................................................................................................................ 25
3.7) Quality measures ....................................................................................................................... 26
3.8) Ethical considerations ................................................................................................................ 27
3.9) Limitations of methodology ...................................................................................................... 28
Chapter 4: Empirical Findings .......................................................................................................... 29
4.1) Company Profiles ...................................................................................................................... 29
4.2) Interviews .................................................................................................................................. 30
4.3) Customer Survey- results ........................................................................................................... 40
Chapter 5: Data Analysis and discussion of results ......................................................................... 50
5.1) Communication of green marketing .......................................................................................... 50
5.2) Communication Channels .......................................................................................................... 53
5.3) Communication messages ......................................................................................................... 57
5.4) Eco-labels .................................................................................................................................. 59
Chapter 6: Conclusion ........................................................................................................................ 62
6.1) Answers to research questions: .................................................................................................. 62
6.2) Theoretical Implications and contribution of study ................................................................... 63
6.3) Implication for Managers .......................................................................................................... 64
6.4) Implication for Society .............................................................................................................. 64
6.5) Reflection of the study ............................................................................................................... 65
6.6) Limitations and directions for further study .............................................................................. 65
Appendices ........................................................................................................................................... 66
Appendix 1 ....................................................................................................................................... 66
1.1) Explanation of conceptual model .......................................................................................... 66
Appendix 2 ....................................................................................................................................... 67
2.1) Interview Questions (Managers) ............................................................................................ 67
2.2) Answer Sheet ......................................................................................................................... 68
2.3) Keywords selection and changed column order .................................................................... 70
2.4) Formation of red ovals ........................................................................................................... 71
2.5) Customer questionnaire in Swedish ....................................................................................... 72
2.6) Key words selection and red ovals formation ........................................................................ 75
2.7) Red ovals formation…………………………………………………………………………76
2.8) Pattern formation…………………………………………………………………………....77
Appendix 3: ..................................................................................................................................... 78
Proposed co-operation for master thesis ....................................................................................... 78
Appendix 4:...................................................................................................................................... 79
4.1) Operationalization of Interview guide ................................................................................... 79
4.2) Operationalization of customer query.................................................................................... 82
References ............................................................................................................................................ 85
List of Figures
Figure 1: Outline of the Study, Own. ...................................................................................................... 5
Figure 2: Communication Channels, Adapted from (Awan & Waqim, 2016; Suki, 2013; Mayank &
Amit, 2013; Taylor & Franke, 2003; Yadin, 2002; Banyte et al., , 2015; Reilly & Hynan, 2014). ...... 11
Figure 3: Summary of Communication Messages Contents, Adapted from (Chittra, 2007; Jerzyk,
2016; Awan & Wamiq, 2016; King & Mackinnon, 2001) ................................................................... 14
Figure 4: The Adoption Process of an Eco-Label, Thogersen et al., (2009) ......................................... 16
Figure 5: Process of Awarding Eco-Labels, Font & Buckley (2001:5) ................................................ 18
Figure 6: EU Eco-labels and Key Features, Zaman, Miliutenko & Nagapetan (2010:106) ................. 18
Figure 7: Conceptual Model, Own. ....................................................................................................... 19
Figure 8: Summary of Methodology, Own. .......................................................................................... 20
Figure 9: Sequential exploratory design, Creswell (2013:209). ........................................................... 22
List of Tables
Table 1:Overview of Interviewees, Own. ............................................................................................. 24
Table 2: Aims for Promoting Ecological Products, Own. ................................................................... 30
Table 3: Benefits with Communication of Green Marketing, Own. ..................................................... 31
Table 4: Effects of Green Marketing Communication on Customers, Own. ........................................ 31
Table 5: Channels in Green Marketing Communication, Own. ............................................................ 32
Table 6: Two-way Communication, Own. ............................................................................................ 32
Table 7: Motivation of Customers for Green Products, Own. .............................................................. 33
Table 8: Green Marketing Communication Messages, Own. ............................................................... 33
Table 9: Verbal Messages on Packaging, Own. .................................................................................... 34
Table 10: Types of Environment Claims, Own. ................................................................................... 34
Table 11: Awareness of Customers about Advertisement Messages, Own. ......................................... 35
Table 12: Intentions of using Eco-labels, Own. .................................................................................... 35
Table 13: Effectiveness of Eco-labels, Own. ........................................................................................ 36
Table 14: Initiatives taken by Companies for Eco-labels, Own. ........................................................... 36
Table 15:Effect of Eco-labels on Consumers’ Response Towards the Products, Own. ....................... 36
Table 16: Pattern Formulation, Own..................................................................................................... 38
Table 17: Similarities Among Interview Patterns, Own. ...................................................................... 39
Table 18: Labeling the Patterns Based on Observed Differences, Own. .............................................. 39
Table 19: Pattern Formation, Own. ....................................................................................................... 47
Table 20: Similarities Among Survey Patterns, Own. .......................................................................... 48
Table 21: Labelling the Survey Patterns Based on Observed Differences, Own. ................................. 49
Table 22: Summary- Analysis of Green Marketing Communication, Own ......................................... 52
Table 23: Summary- Analysis of Communication Channels, Own ...................................................... 56
Table 24: Summary- Analysis of Communication Messages, Own ..................................................... 59
Table 25: Summary- Analysis of Eco-labels, Own. .............................................................................. 61
List of Graphs
Graph 1: Criteria to Buy Products, Own. .............................................................................................. 40
Graph 2: Preference of Eco-friendly Products, Own. ........................................................................... 40
Graph 3: Information About the Products Before Purchase, Own. ....................................................... 41
Graph 4: Reason for Visiting the Store, Own. ...................................................................................... 41
Graph 5: Green Marketing Communication Channels, Own. ............................................................... 42
Graph 6: Preference of Communication Channels, Own. ..................................................................... 42
Graph 7: Means of Giving Feedback, Own. ......................................................................................... 43
Graph 8: SMS or E-mail Messages, Own. ............................................................................................ 43
Graph 9: Important Information through Advertisement Messages, Own............................................ 44
Graph 10: Meaning of Eco-labels, Own. .............................................................................................. 44
Graph 11: Role of Eco-labels in Creating Customer Awareness, Own. ............................................... 45
Graph 12: Process of Eco-labels Certification, Own. ........................................................................... 45
Graph 13: Customers’ trust on Eco-labels, Own. ................................................................................. 46
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Chapter 1: Introduction
This section aims to provide a general overview of the research topic, including the
background, problematization, problem formation, and research questions.
1.1) Background
The rapid increase in environmental concerns have forced the businesses to take steps towards
environmental protection (Peattie & Crane, 2005). Since the last three decades, environmental
issues have moved from fringe to become mainstream (Kalafatis, Pollard, East & Tsogas, 1999;
Alwitt & Pitts, 1996; Rahbar & Wahid, 2011), measured by the use of waterless printers,
recycling of the waste, etc. Research and development have been made by businesses to
conduct their operations to save natural resources like water, energy, and plantation; termed
the ‘green revolution’ (Zampese, Moori & Caldeira, 2016; Rahbar & Wahid, 2011; Peattie &
Crane, 2005). Environmental marketing requires new marketing and management strategies to
effectively meet the challenges related to green product development, its communication, and
initiatives of credibility (Ottman, 1993).
The change is a contribution towards the green revolution, to avoid environmental damages
(Rahbar & Wahid, 2011). This green revolution is applicable to all stages of product's life cycle
(Rahbar & Wahid, 2011). 92% of multinational companies (MNCs); companies which are
operating across national boundaries, started to modify their products towards environmental-
friendly to address environmental concerns (Vandermerwe & Oliff, 1990). Gurau & Ranchhod
(2005) explain that environmentally concerned groups, such as customers, media, and political
parties, have insisted that companies to produce environmental-friendly products, due to the
increasing environmental degradation.
Thus, an increasing number of marketers are targeting the green market and new products are
introduced in the green market segments, based on environmental appeals (Karna, Juslin,
Ahonen & Hansen, 2001). However, green marketing initiatives are challenging for
organizations, that want to create value from these initiatives (Peattie & Crane, 2005). One
aspect of green marketing is to create awareness among people of environmental issues and
how consumers can help the environment by switching to eco-friendly products (Cherian &
Jacob, 2012). Marketing academics and researchers are showing a growing interest to explore
the impact of marketing in promoting and maintaining ecological balance (Chammaro &
Bañegil, 2009; Bhattacharya, 2011). Marketing program elements, such as product, price,
channels of distribution and marketing communication can be designed and executed in ways
that are less harmful to the natural environment (Leonidou & Katsikeas, 2013).
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1.2) Problematization
Environmental concerns of consumers affect their purchase decisions of eco-friendly products
(Schlegelmilch, Bohlen & Diamantopoulos, 1996). Sources of information are: personal
(family and friends) and impersonal (media) that can influence the environmental attitude of
consumers’ environmental concerns (Schlegelmilch, et al., 1996). Hence, there is a need to
promote brands and products that are environmentally friendly to inform consumers about
these products (Baker & Ozaki, 2008) and to raise the environmental awareness of customers
(Schlegelmilch, et al., 1996). Wheeler, Sharp & Thiel (2013) found that green brands are not
considered in making the purchase decisions, not just because that the green brands are
unfamiliar because they are not communicated effectively.
It has been found that green marketers’ promotional activities often fail to motivate consumers
to trust their brands or perceive them as higher in quality (Lam, Lau & Cheung, 2016). The
reasons why green messages often fail is the inappropriate selection of communication
channels (Karna et al., 2001; Nousiainen & Junnila, 2008; Peattie & Crane, 2005). And the low
perceived credibility of environmental claims; in that environmental advertisement companies
are showing vague arguments to justify environmental claims, while these companies do not
have an eco-friendly image, which make customers mistrust them based on customers’
previous consumption experience (Chan, 2004). A study by Chase & Smith (1992) finds that
more than half of the respondents indicated that they paid less attention to green messages, due
to low-credible environmental advertisements.
Consumers’ weak response to eco-friendly products is not the consequence of consumers’
unwillingness to act and change their behavior to purchase green products rather consumers
are unwilling to change their purchase behavior given the manner in which way ‘‘green’’
products have been promoted and advertised (Rahbar & Abdul, 2011). Customers’ attitudes
towards environmental concerns are influenced by direct personal experiences or by the
experiences of other individuals or the communication produced by the media (Rahbar &
Abdul, 2011). It is recommended to use various promotion means to implement the aims of
ecological promotion, advertising, sales promotion, public relations, and personal selling
(Banyte, Brazioniene & Gadeikiene, 2015). Promoting green purchase behavior means
encouraging and persuading people to buy eco-friendly products (Almossavi, 2014).
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It is particularly important to identify the appropriate communication channels when delivering
messages that emphasize environmental concerns (Chan 2004). Other promotional vehicles
such as the sponsorship of good causes or engagement with charity events, may prove to be
suitable channels, when green marketers are attempting to promote their brands. Several
consumers have positive concepts of being environmentally responsible but cannot necessarily
implement these concepts, thereby taking no efforts to move towards a lifestyle which is green.
Thus, a company that presents active measures of affective marketing, efforts towards green
initiatives, may be supported by consumers, as it presents an actual way of implementing the
proposed concept. Effective advertising strategies can cause a shift in consumers, who are
willing to pay a premium price for environmental products to green consumption patterns.
Previous research in western nations, observed that consumers have positive green perceptions
on eco-branded products. (Cherian & Jacob, 2012)
Many customers are willing to pay a premium if there is a perception of additional product
value, in the form of improved performance, function, design, visual appeal, or taste (Sarkar,
2012). Companies should consider their communication messages carefully while promoting
green marketing strategies. To convey the right green messages, marketing strategies of green
products should also consider the age and other demographic factors of the consumers,
including gender. (Boztepe, 2012)
Despite the huge research on green marketing (Baker & Ozaki, 2008) the communication of
green marketing which influence the purchasing behavior of customers (Rahbar & Wahid,
2011), the concept of green marketing is still a new concept and there are still many areas to
be explored (First & Khetriwal, 2008). Managers are advised to not only consider social aspect
of corporate social responsibility (companies’ sense of responsibility towards community and
environment, both social and ecological), but to invest wisely in environmental activities and
its communication (First & Khetriwal, 2008). Proper communication of eco-friendly products
is necessary to create awareness of green and to help customers in their decision-making
concerning to the purchase of eco-friendly products and services (Karna et al., 2001).
Cherian & Jacob (2012) argued that people tend to have a negative view towards eco-friendly
products and according to them consumers show a marked trade-off between the effects on the
environment and the functional performance of the brand. Emotional brand benefits can
therefore be stated as an important factor in encouraging consumers to alter their actual buying
behaviors and purchase eco-friendly items (Cherian & Jacob, 2012).
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Previous studies by Cherian & Jacob (2012) show that companies that successfully implement
green marketing strategies by highlighting the green attributes of the products can gain
significant competitive advantage. Nousiainen & Junnila (2008) argue that the problem of
reaching customers with green arguments largely lies in the lack of environmental
communication and the need for more knowledge about how it works. Critics point out that
reduction in advertising and criticism on advertising campaigns are reasons of failure of green
marketing (Peattie & Crane, 2005). While alarming cynicism displayed by consumers about
green marketing related to green products, green claims, and the companies behind them also
reduce the worth of green marketing (Kangun, Carlson & Grove, 1991).
1.3) Research gap
Several authors have discussed that green marketing can create customer awareness (Cherian
& Jacob, 2012; Ndubisi, 2005; Karna et al., 2001) and affect the purchase decisions of
consumers (Baker & Ozaki, 2008; Cherian & Jacob, 2012). There are different elements of
green marketing (price, product, communication, and distribution) which influence customer
awareness (Leonidou & Katsikeas, 2013). Among these elements communication is considered
an important element of green marketing (Leonidou & Katsikeas, 2013). However, the
literature does not connect the process of green marketing communication and customer
awareness to show that how the customer awareness is created through green marketing
communication. To fill this gap, this is a study of the process of green marketing
communication in terms of preferred messages and communication channels, with the aim of
creating consumer awareness through green marketing communication.
1.4) Research purpose and research questions
The purpose of the study is to investigate the process of green marketing communication to
create customer awareness. Within the communication process, preference of communication
channels and communication message contents are considered important for this study.
Therefore, the research questions are as follows:
1. What are the preferred channels and messages for green marketing
communication used by companies?
2. How do marketers create customer awareness about eco-friendly products
through green marketing communication?
This work is designed to contribute to the existing knowledge of green marketing
communication strategies, by conducting an empirical study concerning the creation of
consumer awareness.
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Limitation
This study is based on the assumption that green marketing creates customer awareness.
Different elements of green marketing (price, product, communication, and distribution)
influence customer awareness (Leonidou & Katsikeas, 2013). To achieve the aim of this study
only one element of green marketing “communication” is focused. Moreover, this study is
limited to communication of green marketing done by three companies (Coop, Willys & ICA)
in the retail sector in Uppsala and Stockholm, Sweden. This study is conducted from two
perspectives; business (managers) perspective and customer perspective, which is based on
creating customer awareness through green marketing communication.
1.5) Outline of the Study
Figure 1 shows outline of the study, which consist of six chapters. Chapter 1 is introduction:
which describes the background, problematization, research gap, research purpose and research
questions. Chapter two is theoretical framework: which describes the literature review related
to green marketing, green marketing communication, green marketing communication
channels, messages and eco-labels to create the customer awareness. Chapter 3 describes the
methodology used for this study to achieve the conclusion. Chapter 4 is about empirical
findings: which describes the data collected from manager’s interviews and customer survey.
Chapter 5 shows the analysis of empirical findings, while chapter 6 gives the conclusion of
study including implications and limitations of study, and directions for further studies.
Figure 1: Outline of the Study, Own.
Introduction Theoretical
Framework Methodology
Empirical
Findings
Analysis &
Discussion
of Results
Conclusion
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Chapter 2: Theoretical Framework
This chapter theorizes two main topics named communication of green marketing and creating
consumer awareness. The aim of this section is to present a theoretical framework that is the
base for the research.
2.1) Green marketing
Researchers have found that green marketing is a philosophy that does not only influence the
greening of products but also stimulates and guides the overall behavior of firms (Chamorro &
Banegil, 2006). Green marketing is the response to concerns about the environment. It can be
examined from different perspectives: purchasing, manufacturing, packaging, transport and
distribution and waste disposal (Hartmann, Ibanez & Sainz, 2005). In ethical terms, it is a
sensible decision to act in a socially responsible manner concerning production methods, actual
products, and post-production processes, such as recycling and safe disposal of waste (Kotler,
2011; D’Souza, Taghian & Lamb, 2006).
With the usage of eco-friendly products, green marketing has also increased the benefits for
the companies such as opportunity to be innovative (Pujari, Peattie & Wright, 2004),
reputational advantages for firms (Miles & Covin, 2000), and brand image (Chen, Lai & Wen,
2006; Wu & Lin, 2016). Hasan & Ali (2015) argue that green marketing brings goodwill for
companies, in terms of relationships with the public and media and help to gain competitive
advantage. Green marketing is done by businesses to increase the awareness of customers and
to show them that the company is operating to solve some of the environmental issues (Cherian
& Jacob, 2012).
2.2) Green marketing communication
Marketing communication is the attempt of firms to “inform, persuade, incite, and remind
customers, directly or indirectly about the brands they sell." (Keller, 2001:819). One of the
basic tool for supporting organizational change is communication (Kotter & Shlesinger, 1979).
Communication of green activities deployed by organizations include advertising, corporate
public relations (PR), and visual identifications (Balmer & Greyser, 2006).
The main aims of ecological promotion are: (1) to inform consumers about the company and
the product so that the target audience get familiar with the benefits of using the company’s
products and the advantages of its environmentally friendly operations. (2) To convince
consumers to select the product that is harmless for the environment, change their
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preconception towards the product, and stimulate them to get interested in the product. (3) To
remind consumers that they will need green product and guide where and how customers can
obtain eco-friendly products. And (4) to thank them for buying eco-friendly products from the
given alternatives. (Bakanauskas & Liesionis, 2002)
Gupta & Kumar (2013) emphasizes the importance of communication in green marketing that
it allows customers to pay attention to the green initiatives and the company is seriously
pursuing thus fulfilling social responsibility. Well-researched and credible communication can
result in positive impact on customer behavior and help the company to build trust that makes
the intentions of the brand to be perceived as favorable for the long-term needs of the
community (Ammenberg, 2006). As consumers want to buy from environmentally responsible
companies (Tiwari, Tripathi, Srivastava, & Yadav, 2011) marketers can differentiate the
company in relation to competitors by communicating company's green initiatives seriously
(Chen et al., 2006). Green initiatives encourage customers to buy green products which can
increase competitive advantage by contributing positive business effects towards environment
(Ammenberg, 2006).
Communication of green products is a delicate matter because customers want to know about
green the deeds of the company and they should believe on company’s communication
messages (Du, Bhattacharya & Sen, 2010). Awan & Wamiq (2016) state that the main problem
in going green is lack of environmental awareness, lack of availability of eco-friendly products
and high prices of available eco-products. The studies of D’Souza et al., (2006) suggest that if
the customers are educated about the causes and impact of pollution on environment then their
awareness would increase and this would promote a favorable attitude towards eco-products.
The extent to which a company communicates its green initiatives is important for green
consumers who want to limit the use of products that are harmful both for the environment and
for their health (Awan & Wamiq, 2016). A consumer whose purchasing behavior is persuaded
by environmental concerns is known as a green consumer (Shrum, McCarty & Lowrey, 1995).
Consumers who care about ecological matters prefers eco-friendly products and want
advertisers to provide them with detailed and substantiated information for their evaluation of
product attributes and making appropriate product choices (Davis, 1995).
The decision-making process of consumers in the buying process involves a series of steps:
awareness of green products is created when customers develop positive or negative feelings
about the product and then make the purchase decisions. Awareness, as the basic critical
element depends on that the communication message needs to be focused (Hutter, Hautz,
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Denhardt & Fuller, 2013). Eco-labelling at the point-of-purchase provide consumers with
information about the environmental quality of individual products and enabling them to
choose products that are acceptable from an environmental point of view (Thogersen et al.,
2009).
When there is consumption, there is pollution. Zero pollution is not possible but reduction in
pollution can be done. If a consumer has knowledge about the environment and pollution
promulgation and the causes and impact on the environment then their awareness levels would
increase and thus would potentially promote a favorable attitude towards green products
(D'Souza et al., 2006). Effective advertising strategies can cause a shift in consumers to be
willing to pay a premium price for environmental products to green consumption patterns.
Previous research in western nations observed that consumers have positive green perceptions
on eco-friendly products. (Cherian & Jacob, 2012)
2.3) Green communication channels to create customer awareness
Communication can be done through a broad range of media, which is essential for a company
to create awareness and perceptions regarding who it is and what it does (Biloslavo &
Trnavcevic, 2009). Companies can communicate its green strategies through websites,
newspaper, brochures, TV commercials, magazines, billboards, eWOM, and point-of-sale (in-
store) etc. Selection of the appropriate communication channels enhances the knowledge of the
customers: communication of green practices, using broad online channels, generate relatively
more positive customers’ attitudes toward the advertisement while print media significantly
generate positive intentions (Chan, 2004)
Newspaper and brochures
Pasadeos, Key, Hall & Morillo (1987) reported that consumers believe newspaper
advertisements to be more informative while newspaper and brochures obtain higher credibility
scores than electronic media. Hence, newspaper is a leading source of information for most of
the customers and should be utilized more for reaching consumers regarding green products
and practices (Mayank & Amit, 2013).
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TV Advertisements
TV Advertisements can generate greater volume of environmental awareness among customers
as the actual usage and benefits of the products and services are well-explained (Suki, 2013).
By explaining the benefits of the products with the visual expressions, negative perceptions
towards the products can be surmounted (Suki, 2013). Contrastingly, the studies by Awan &
Waqim (2016) explain that TV advertisements are not that effective, as many consumers do
not have much time to spend watching TV and even if some people do, they don’t take the TV
advertisements seriously.
Billboards
Billboards are the outdoor medium of communication which require unique message content
and location. Billboards are rated higher as compared to other media in terms of ability to 1)
communicate information affordably, 2) attract new customers, and 3) increase in sales. (Taylor
& Franke, 2003)
Websites
The most common medium of internet communication is the website of the company. Websites
are usually providing standardized messages regarding the green initiative concepts. Links are
available for social responsibility and sustainable development. These links have standardized
messages without the details of contact persons related to green strategies, the only way to
contact the company is via “Contact us”. Thus, websites offer only one-way communication.
The lack of interactivity and from this point of view standardization of messages has at least
two consequences: (1) customers cannot directly further discuss the company’s identity and on
these grounds “judge” its “green” identity; and (2) a company does not learn how important
“green” is for their customers or how it needs to improve communication to gain a competitive
advantage. (Biloslavo & Trnavcevic, 2009)
Banyte et al., (2015) suggested that websites should be created where the information on
manufacturers of eco-friendly products and the products’ origin can be easily found by green
consumers. They also suggest that positive recommendations by doctors should be published
on websites as there is high chance that this will increase consumers’ trust. They also explained
that for food, personal experience is much more important than the positive word-of-mouth, as
taste and preferences differ. However, blogs may also be created to popularize eco-friendly
products or for consumers to share their consumptions experience. (Banyte et al., 2015)
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eWOM
For electronic word of mouth, people are using internet communication media such as chat
rooms and social media sites, e.g. Facebook (Du, et al., 2010). Positive electronic word-of-
mouth has been greatly enhanced as it is popular among the customers (Du, et al., 2010). Social
media, such as Facebook, Twitter, or YouTube, are social media platforms where blogs,
wiki, content sharing, social networking, and social bookmarking are easily accessed. While
companies are using these platforms for advertisements, they are also able to get feedback from
consumers (Du, et al., 2010). Hence, the eWOM differs from traditional media as it is a two-
way communication between the company and its stakeholders (Reilly & Hynan, 2014). Kotler
(2011) explains that producers should be more careful in their organizational activities to make
sure that they are not affecting the sustainability of the planet, as the green consumers are more
alert through media regarding these issues which may create negative word-of-mouth towards
the company.
Point-of-Sale (Store)
Point-of-sale communication is defined as “advertising display material on show at the point-
of-sale. It is designed to call attention of the product and remind the customer the message used
in a campaign.” (Yadin, 2002:293). Yusof, Musa & Rahman (2012) proposed that the retail
outlet is also promoting the green image. Promotional campaigns play an important role in
creating awareness of the product, most consumers arrive to the point-of-sale with an idea of
the products they intend to buy but the purchase process changes at the last minute when
looking at the shelves. They then often end up with products that initially did not plan to buy
after impulse purchases. (Yadin, 2002)
Direct Communication Channels
Mobile channels are valuable stand-alone media for marketing communication. Mobile
channels are used to convey messages. Most popular is SMS. Mobile media is not a
replacement of other traditional channels (TV, newspaper, billboard etc.) but it can be used
with other communication channels. The effect of marketing communication can be maximized
by using a combination of mobile and magazine or mobile and Internet. (Park, Shenoy &
Salvendy, 2008)
11
Figure 2 summarizes the possible communication channels that can be used to create the
customer awareness.
Figure 2: Communication Channels, Adapted from (Awan & Waqim, 2016; Suki, 2013;
Mayank & Amit, 2013; Taylor & Franke, 2003; Yadin, 2002; Banyte et al., 2015; Park et al.,
2008; Reilly & Hynan, 2014).
2.4) Green communication messages for customer awareness
The message is the main element in the communication process. Communication message is:
“the information passed from the sender to the receiver.” (Yadin, 2002:359). Information is
conveyed by different ads depending on the nature of messages promoted e.g. ads for the
product itself, ads for personal benefits achievable with the purchase of product and ads
promoting pure environmental benefits (Grimmer & Woolley, 2014).
Green promotional tools are generally used to convey messages intended to persuade customers
that their decision to ‘go-green’ benefits the environment. Green promotions should satisfy one
or more of three criteria: (1) describe the relationship between products and the biophysical
environment; (2) endorse green lifestyles, with or without highlighting a product/service; (3)
present, enhance or sustain environmentally responsible corporate images. It has been argued
that green advertisements have educational content (information for stakeholders), commercial
content (persuade customers to buy) or are image focused (enhancing the image of the firm).
(Banerjee, Gulas & Iyer, 1995; Tiwari et al., 2011)
Co
mm
un
ication
Ch
ann
els
News paper and brochures
TV Advertisements
Billboards
Websites
eWOM
Point-of-Sale (Store)
Direct Communication Channels
12
Environmental advertisement consists of three elements which form the core of environmental
advertising: presentation of the corporation's mission statement with regards to environment
protection, presentation of the procedures adopted by the company to go green, and one specific
activity related to corporate social responsibility (CSR), which has been adopted by the
corporation. (Davis, 1995)
Environmental messages on packaging are conveying information regarding the recycling of
the packaged material. A variety of symbols and images are used to convey the information
about the manufacturer and the organic contents of the product. Customers should be able to
verify the eco-friendly attributes of both the product and the packaging based on eco-friendly
symbols and images on the packaging. The use of specific eco-messages will generate
confidence and positive attitudes among consumers toward such products. When a consumer
trusts the environmental message on the packaging and has a favorable attitude toward it, the
shopping preferences will be affected. Therefore, trust and the credibility of the message are
crucial factors, affecting purchase intentions. (Jerzyk, 2016)
Messages used for environmental communication are both verbal and nonverbal, e.g. eco-
labels are used to convey the messages of environmental friendliness both images and written
messages are used on eco-labels to convey information about the green manufacturing,
packaging, and waste management activities. (Jerzyk, 2016)
The key element of an advertising strategy is advertising messages that can evoke either
promotion or prevention responses from the consumers (Ku, Kuo, Wu & Wu, 2012). In
environmental message terms, messages as: recyclable, environmentally friendly, ozone safe,
and biodegradable, have become popular and consumers are often exposed to such messages,
while only some of these messages are met with consumer resistance (D’Souza et al., 2006).
Consumers’ health and wellbeing is important content in designing, developing and delivering
the green messages. Messages that promote personal benefits by using eco-products create
positive response from consumers (Chittra, 2007). A study by Kim & Damhorst (1999) found
that appeals that are promising donations to choose good causes of environmental activism,
evoked more positive responses than others; claiming environmental correctness such as that
garments were made of organic cotton or that garment tags were made from recycled and
recyclable materials. When a social dimension is added to the consumer's message-processing
task, the task becomes more complex (King & Mackinnon, 2001). It has been suggested that
consumers have become increasingly sophisticated to process such messages as increased
13
access to product-related information (King & Mackinnon, 2001). The structural characteristics
of the marketplace and changes in the social environment have made them knowledgeable
about market offerings (King & Mackinnon, 2001).
Developments in green advertising practices have attracted attention of scholars from various
streams of research (Leonidou & Leonidou, 2011). Hartmann et al., (2005) argue that a well
implemented green messaging strategy can deliver an edge by generating a more favorable
perception of the brand. Environmental messages in advertisements and product labelling were
found to ‘sometimes’ influence the purchasing decisions of 70 percent of the respondent (Chase
& Smith, 1992). The advantage of packaging over other traditional tools employed in
marketing communication is that it influences consumers when they actively participate in the
communication process: they are in a retail outlet, have access to a range of products, have
some needs and want to satisfy them. The role of packaging and its environmental information
is increasingly important for developing the awareness of and influencing the behavior of
consumers. (Jerzyk, 2016).
Consumers’ feelings are affected by knowledge about the environment and past environmental
behavior, influence their response to green messages (Grimmer & Woolley, 2014). Marketing
communication regarding green practices need to focus more on themes and messages.
Advertising appeals using green products and practices are likely to move emotions and result
in persuasion. It is important for markets to be in the top of mind recall of consumers to gain
maximum from their green brand positioning. Constant and continuous communication from
the organization's side is required to make an impact and create a distinct green positioning. In
the message strategy, specific and well-substantiated claims are very important in generating
favorable attitudes toward environmental advertisements and improving the perceived
credibility of the messages. (Chan, 2004). While customers are just trying to buy the products
to mainly satisfy their needs and wants, companies may try to highlight the beneficial aspects
of the green products so that the customers may get attracted towards these products. (Awan &
Wamiq, 2016)
14
Figure 3 shows the summary of communication messages contents that can be used to create
customer awareness.
Figure 3: Summary of Communication Messages Contents, Adapted from (Chittra, 2007;
Jerzyk, 2016; Awan & Wamiq, 2016; King & Mackinnon, 2001)
2.5) Eco-labels in creating customer awareness
An eco-label can be defined as any symbol, appearing on product packaging directed to
consumers, showing that the product is safe in some significant way, less harmful to the
environment than given purchase alternatives (Tang, Fryxell & Chow, 2004). Eco-labels are
considered as a dominant and effective mean of marketing and communicating green
credentials because the schemes that are used with the intention of helping the consumers to
identify environmental products and their specifications (Rex & Baumann, 2007). Eco-labels
are used to accomplish two main functions for consumers: firstly, inform them about intangible
product characteristics such as product’s quality and secondly, the value function such as
product’s image as eco-friendly (Mellilo & Miller, 2006).
Companies want eco-labels because they are creating a favorable climate for green marketing.
As consumers prefer to buy eco-friendly products the eco-labels facilitate them to easily choose
in favor of companies that have them. These eco-labels increase the company’s brand image
and profits as they make the company stand out from its competitors. (Font & Buckley, 2001)
Consumers are often afraid to be cheated when products are promoted with “green” claims
(D’Souza, 2004). The risk of being cheated when trusting eco-labels depends on the image of
Contents of Green Marketing messages
Products related
Commercial content
Personal Benefits
Green features, Helath realted
Non-Products related
Educational
Environmental aspect
Recycled packaging, Verbal and non-verbal
messages
Image Focused
CSR initiatives
Support, Donations,
Charity
15
the company promoting the green products with eco-labels. However, the knowledge of
environmental issues tends to create awareness of brands and possible positive attitudes
towards green brands can enhance the trust in environmental labels used for green products
(D'Souza et al., 2006). To enhance consumers’ trust, producers of eco-labelling schemes are
usually, but not always, licensed by an independent third party that also audits whether
producers comply with the standards laid down by the labelling scheme. The third party can be
a private organization or in some instances a state agency. Government involvement in eco-
labelling is most intense where the government as a third party sets the standards, certifies
products and is very marginal when these functions are left to private organizations.
(Sønderskov & Daugbjerg, 2011)
Four themes indicating the strength of an eco-label can be identified: 1) coverage (range of
environmental issues covered, carrying capacity, range of label products covered of relevant
issues; 2) inclusion of stakeholder needs, participative democracy; 3) uptake independence,
and acceptance, evidence of influence of the label and participative democracy; 4) measured
environmental/sustainable consumption outcomes, demonstrating conservation of natural
capital and intergenerational equity. (Horne, 2009)
Many consumers find it difficult to understand the eco-labels (Van Amstel, Driessen &
Glasbergen, 2008). The main shortcomings of the eco-labels were found in their ambiguity
about environmental themes, their failure to assure the buyer about the product's ecological
impact and the insufficient information about producers’ compliance (Van Amstel et al., 2008).
Some environmentally safe claims have been misinterpreted by customers or were identified
as being misleading (D'Souza et al., 2006).
The environmental claims for a specific product are conveyed to consumers by over
exaggerating terms, e.g.: example, “eco-friendly”, “environmentally safe”, “recyclable”,
“biodegradable”, and “ozone-friendly”, could result in negative attitudes of consumers towards
label claims thus, creating a negative green attitude for the product (D'Souza et al., 2006). The
success or failure of an eco-labeling scheme may be attributed to the scheme itself to the
environment in which it is implemented or to the consumers who are supposed to adopt the
eco-label and use it in their decision-making (Thøgersen et al., 2009). However, there is still
disagreement on whether eco-labeling are effective tools to motivate consumer’s response or
not (Van Amstel et al., 2008).
16
Consumers’ green marketing awareness arise when they trust eco-labels and are willing to
switch to green products (Suki, Suki & Azman, 2015). Eco-labels made easier perception,
created awareness and constantly guiding customers to purchase environmentally-friendly
products (Rahbar & Wahid, 2011). However, with the increased number of eco-labels in the
marketplace have confused consumers regarding labelling, certification, and various green
advertisements (Tiwari et al., 2011) ‘Information overload’ is another problem for the
consumer to accept the eco-labels (Horne, 2009). In one survey, 97% of the surveyed people
mentioned that there was loads of information to read and because they don’t time to read it
(Horne, 2009).
Thogersen et al., (2009) studied the process of adoption of eco-labels. They stated that
consumers adopted an eco-label if they have actively, repeatedly, and consistently considered
the label when purchasing products. However, new eco-label must be competing to gain
customers’ attention, within the overabundance of existing old eco-labels. The process of
perception, understanding, and liking eco-labels, which may occur in at point-of-sale or
campaigns, etc., and the communication messages affects the understanding and perceptions
of the eco-labels. Finally, consumers are left to ‘adopt’ or ‘search for new label’ options. If
consumers are satisfied with the labels, they adopt it and consciously consider it for longer
time, this process can also be seen in the figure 4. (Thogersen et al., 2009)
Figure 4: The Adoption Process of an Eco-Label, Thogersen et al., 2009:8)
17
Horne (2009) explains that the marketplace often has too many products, too much information,
and less time for customers to read and understand the eco-labels. Hence, the World Summit
on Sustainable Development Plan of Implementation have address the problems of
unsustainable consumption which advocates the developing a voluntary base of effective,
transparent, non-misleading, and non-discriminatory information tools. (Horne, 2009)
A major difficulty in disseminating information lies in the assumption that marketers have not
yet satisfactorily delivered this knowledge component that are precursors to the perception of
label information. Yet, if consumers are more literate about environmental issues it does not
necessarily mean that they make green purchases. A green purchase intention, arguably,
depends on consumers’ altruism and the way they can be motivated. In addition, consumers
lack knowledge of the types of labelling procedures adopted by organizations. (D'Souza et al.,
2006)
2.5.1) Process of awarding eco-labels
To adopt and have accurate meaning of these eco-labels, it is important for customers to know
the information such as which company awarding eco-label, who are verifying the products
and to who are willing to control the production process of the companies (D'Souza et al.,
2006). The funding bodies such as governmental bodies, non-profit organizations, and industry
associations aims to control the environmental issues of industries and provide funds to the
awarding. Companies are also willing to pay large amounts of money to the organization that
are awarding eco-labels (Tang et al., 2004; Font & Buckley, 2001). Eco-labels are verified by
the third party that checks the environmental performance of the company applying to be eco-
labeled by the organization awarding it (see figure 5) (Font & Buckley, 2001). Furthermore, to
award the eco-labels the awarding bodies us “fitness-for-use” criteria which takes the whole
product life cycle in to account, i.e. from extraction of raw-materials, over production,
packaging, distribution, to customer use, and then from the recycle bin to the raw material.
Thus, the trustworthiness of these eco-labels is increased and are well recognized when the
eco-labels are used across nations and with the high government intervention. (Tang et al.,
2004)
18
Figure 5: Process of Awarding Eco-Labels, Font & Buckley (2001:5)
Currently various ecological logos and brands are used world-wide trying to guarantee that the
manufacture and consumption of the purchased product correspond to certain social or
environmental criteria (Banyte et al., 2015). These eco-labels also act as a means of marketing
actives that can stimulate buyers to choose a certain product. (Banyte et al., 2015). Consumers
prefer to purchase products that are labelled as green compared to the traditional non-green
products (Rokka & Uusitalo, 2008). Eco-labels that are used in Sweden are shown in figure 6.
Figure 6: EU Eco-labels and Key Features, Zaman, Miliutenko & Nagapetan (2010:106)
19
2.6) Conceptual Model
Figure 7 shows the conceptual model for this study which is based on literature review
discussed above.
Figure 7: Conceptual Model, Own.
Wheeler et al., (2013) explained that a green marketing communication strategy delivers an
accurate message related to the organizational values, goals, programs, and practices, regarding
concerns about the natural environment and resources. When messages are formulated,
marketers should try to highlight the benefits of using eco-friendly products so that customers
are motivated to buy more eco-friendly ones (Awan & Wamiq, 2016). Marketers should also
select the appropriate communication channels to deliver these messages. One of the important
means to enhance consumer trust and transparency of environmental claims is eco-labeling, as
eco-labels guide customers to easily identify eco-friendly products (Thøgersen, et al., 2009).
When the customers can receive these messages, customers get aware of eco-products and their
specifications, which also results in benefits of company such as green reputation and sale of
eco-friendly products (Horne, 2009). Therefore, there is a significant relationship between
communication about environmental issues and green products and customer awareness of
these issues (Ndubisi, 2005). It can be observed that both the sender (Companies) and the
receiver (Customers) are benefited through green marketing communication.
20
Chapter 3: Methodology
In this chapter, the motivation, and the reasons of choosing the research methods are
presented. Figure 8 shows the outline of methodology chapter.
Figure 8: Summary of Methodology, Own.
3.1) Research approach
Research approaches has been divided into three categories, deductive, inductive, and
abductive, based on the connection between theories and practical situation. Deductive studies
are the most common view of the relationship between theory and research. In deductive
studies theories are presented first, then the observation of the theories, the aim is to test the
theory. In inductive studies the theory is the outcome of research and empirical observations
are being used as a basis for producing new theories. The deductive approach is more often
associated with a quantitative research and the inductive approach with qualitative research.
(Bryman & Bell, 2007).
The combination of deductive and inductive research is the abductive method. The abductive
method, as described by Philipson (2013), is appropriate for this study as is a mix of the two
traditional methods. Perhaps, the most fruitful results can be achieved if researchers base their
study on the existing theories but also stay open to unexpected results (Philipson, 2013).
This study is designed on abductive methods because the previous theories are used as a base
to study the green marketing communication then the empirical observations are found and
used as the base of finding unexpected results related to consumer awareness about green
marketing communication.
• Abductive
Researchapproach
• Case study
• Triangulation
• Sequential Exploratory
Research Strategy
• Mixed (Qualitative and Quantative)
• Triangulation
Reseach Choice
• Interviews
• Customer survey
Data generation• Well
grounded theory
Data Analysis
• Validity
• Reliability
• Ethical consinderation
Quality Measures
21
3.2) Research Strategy
To achieve the aim of the study, a case study approach is appropriate, as it provides complete
description and understanding when the aim is to study aspects of a phenomenon (Creswell,
2013). The research questions of the study are “how” and “what”, and the focus is on a
phenomenon in a real-life context, hence a case study is preferred (Yin, 2003). It allows the
researcher to explore organizations, simple through complex interventions, relationships,
communities, or programs (Yin, 2003). Cases from Coop, Willys and ICA are selected. Hence,
a multiple case study strategy is being implemented by using purposive sampling, because it
allows researchers to select cases that best answers the research questions and it is typical for
case study research strategy (Saunders, Lewis & Thornhill, 2009:237).
3.3) Data Measurement: Triangulation
Triangulation is a measurement technique that often used to locate an object in space by relying
on two known points to ‘triangulate’ (Creswell et al., 2003). Foss & Ellefsen, (2002) explain
that triangulation often solves two main purpose of the study i.e., confirmation and
completeness. The confirmation and completeness of the findings in this study are analyzed by
using well-grounded theory (Creswell et al., 2003). Which means that it is better to look
something from different angles instead of looking from one way (Creswell, 2013:209). The
data may not be compared, but may reside side by side, creating a mirror to provide two
different pictures to give an overall assessment of the problem (Creswell, 2013:209).
The effectiveness of the triangulation rests on the fact that the strength of one method
compensates the weakness of another. Therefore, it is challenging to give equal emphasis to
qualitative and quantitative methods, as the different methods may possibly also lead to the
contradictory results. (Foss & Ellefsen, 2002)
Researchers in this study has observed the same phenomenon that is communication of green
marketing creating consumer awareness, from different angles (qualitative and quantitative),
which may enhance the accuracy of results in triangulation method. The purpose of using both
methods is to see whether the customers are receiving the exact information as managers want
to convey them. Sequential way of mixing the two approaches is used in this study, firstly,
interviews are conducted, secondly customer survey is conducted. (Creswell, Clark, Gutmann
& Hanson, 2003)
22
The Sequential Exploratory strategy (figure 9) was adapted as in the first phase qualitative data
collection and analysis is done and then followed by a second phase where quantitative data
collection and analysis is done (Creswell, 2013:211). In the first phase the communication of
green marketing strategies is explored from the managers’ point of view, by qualitative data.
In a second phase, the results of green marketing communication are explored in the form of
customer awareness, a quantitative data collection with a customer survey. This two-phase
approach makes it easy to implement and straightforward to describe. It is helpful for the
researchers who not only wants to explore the phenomenon but also expand on the qualitative
findings (Creswell, 2013:212). Palak & Walls (2009) explains that this combination of mixed
methods, sampling strategies and multiple variable can minimize errors and maximize the
meaning of the results of data interpretation, which can be impossible from the single
technique.
Figure 9: Sequential exploratory design, Creswell (2013:209).
3.4) Research choices
A framework for the collection and analysis of data is provided by a research design (Bryman
& Bell, 2007:160). The qualitative strategy emphasizes the words in the collection and analysis
of data, while the quantitative strategy emphasizes the quantification rather than words in data
collection and analysis (Bryman & Bell, 2007:37). The combination of both, quantitative and
qualitative, also referred as mixed method approach is used in this study. With the combination
of both qualitative and quantitative provides an expanded understanding of the research
problems rather than focusing on a single aspect by itself (Creswell, 2013:203). The qualitative
pre-study therefore worked as a support for the survey formation.
23
3.5) Data collection
Data collection is divided in two main parts; primary and secondary data. Primary data refers
to information that is gathered to achieve the aim of a specific research by applying the most
suitable data collection methods for each research. On the other hand, secondary data refers to
information publicly available from previous researches and studies. This data has already been
analysed and approved by other social scientist, and is accessible for all future researchers.
(Saunders et al., 2009; Yin, 2014). Primary data is collected by interviews and customer survey.
While secondary data is collected from articles, books and websites.
3.5.1) Population and sample
Ghauri & Gronhaug (2005) refer to population as an aggregate or totality of the all objects,
subjects, or members that conform to a set of specifications. The firms selected in this study
are Coop, ICA, and Willys in the retail sector. The criteria for choosing these firms to be part
of this research, are that they are leading players in retail industry in Sweden, all with a history
of utilizing solid green marketing strategies in their advertising plans. Companies are selected,
as argued by Ghauri & Gronhaug (2005): It is better to select large firms, while studying a
specific and complex issue, as these firms can be expected to have more experience of dealing
with complex problems, which can give in-depth information on the issue. A subset of
population that is focused to collect the data during research is called sample (Cohen, 1988:5).
Because of the mixed method use, the primary data collection procedure is divided in two
phases: qualitative and quantitative. The selection of the sample is important as Cohen (1988:6)
states that reliability and precision of a study always dependent on the size of the sample, rather
than other factors such as the population distribution and units of measurement.
3.5.2) Qualitative Phase: Creswell (2013; 2017) explains that to collect qualitative data,
purposive sampling is used, in which researchers purposefully focus on a subset of a
population, to save the time and money. Sample selected for qualitative phase consist of Six
interviewees, two from each three target companies Coop, Willys and ICA, whom are
concerned with the phenomenon are contacted. Opdenakker (2006) explains that the face-to-
face interviews are one of most effective sources of data collection, as the interviewers get the
opportunity to have interaction, see the perceptions and opinions about the research topic.
Semi-structured interviews are used to explore the values, attitudes, and behavioural aspects of
the interviewees, in providing the complex or sometime the sensitive, while also clarifying,
detailed information. To save the time, one interview is conducted over skype while two over
telephone (table 1).
24
Company Interviewee Designation Location
Type of
interview Duration
Willys W1 Store Manager Stockholm Face to face 35 mints
W2 Sales Director Gothenburg Skype 30 mints
Coop
C1 Store Manager Uppsala Face to face 30 mints
C2
Advertising and
Campaign Strategy
Manager Stockholm Telephone 35 mints
ICA
I1 Store Manager Stockholm Face to face 40 mints
I2
Marketing
communications
Manager Stockholm Telephone 35 mints
Table 1:Overview of Interviewees, Own.
Data generation technique: Bernard (1988) explained that one advantage of qualitative
methods in exploratory research, is that use of open-ended questions and probing give the
participants an opportunity to respond in their own words, rather than forcing on choosing from
fixed responses, as quantitative methods do. Open-ended questions can give responses that are
meaningful, detailed, and explanatory in nature. Another advantage of qualitative methods is
that they allow the researcher the flexibility to probe initial participant responses that is, to ask
why or how. Therefore, for this research, semi-structured interviews were used, using 18 open-
ended questions (see appendix 2). Interview questions are designed with the help of literature
review available in chapter 2 (see appendix 4.1)
3.5.4) Quantitative phase: Creswell (2013:217) explains that collecting the quantitative data
involves random sampling, which means that everyone has an equal opportunity of being
selected and the sample can be generalizable to the larger population. The size of sample
selected is 120 customers, 40 from each company (Coop, Willys, and ICA).
Data generation technique: The qualitative data (collected from companies, managers) is used
as cornerstone to formulate the questionnaire for customer’s survey. The survey is composed
of 16 closed-ended questions, three questions are using 5-point Likert scale with the answers
to be provided ranging from ‘strongly disagree, disagree, agree to some extent, agree to
‘strongly agree’ (see appendix 2.3). Apart from the closed-ended questions, one open-ended
questions were included, to provide the customers freely contribute their views of the topic.
Guideline for survey questions is taken from literature review available in chapter 2 and from
interviews used in this study (see appendix 4.2)
25
3.6) Analysis Method
Analysis and interpretation are processes making sense of data gathered in research
(Gummesson, 2005). According to Gummesson (2005) there are fifteen strategies for the
analysis/interpretation of qualitative data. We have selected the ones that are applicable to this
research. Grounded theory is the most used framework for analyzing data in qualitative
research. Grounded theory has been defined as “theory that was derived from data,
systematically gathered and analyzed through the research process. In this method, data
collection, analysis, and eventual theory stand in close relationship to one another.” Bryman &
Bell 2007:585). The tools of grounded theory are:
• Theoretical sampling: a process of collecting data to generate theory by the analyst.
To develop the theory, data is collected and analyzed, then it is decided what data
should be collected next.
• Coding: Coding is a main process in the grounded theory into which answers are
sorted according to the headers (main ideas) coming from the data. All the data are
broken down into components. Labels are given to components, which have theoretical
significance in this process.
• Theoretical saturation: pursuing sampling theoretically, until a category (a group of
concepts, which have common features) has been separated from data.
• Constant comparison: to keep a close connection between data and
conceptualizations to find relationships between concepts and categories to highlight
indicators. Therefore, by constantly comparing phenomena under certain coded
category researchers elaborate the theoretical explanation of empirical findings.
Theoretical explanation provides logical reasoning of empirical findings, that will help
to draw conclusion. (Table 16 and 18)
More specifically, for the analysis of the interviews, we have implemented method explained
by Philipson (2013) that we slightly adjusted and simplified to the requirements of our research,
as it is explained below. The transcription and analysis of the interviews was conducted based
on the following steps:
1. Record all interviews and as a next step write down (transcribe) all the interviews.
2. Create a matrix in Microsoft Excel including the questions in the first column and
the answers to each question by each respondent in the rows.
3. Studying the answers to find key words, key words are not whole sentences, but
stand- alone statements understood independently from the whole answers (Philipson,
26
2013). At this point, we also highlighted the parts of the answers particularly interesting
for us, even if they did not belong to any pattern. The highlighted answers included
statements that for example challenged the existing theory and put new light on the
theory or phenomenon.
4. Eliminating the rest of the sentences, living only the key words separated by / signs.
5. Finding common keywords and patterns, putting the keywords in the second column
after the questions and highlight whether this keyword was present in the answer of the
responder.
6. After highlighting the cells that include certain keywords deleting the word content.
7. Moving the most frequently used key words to the top, arranging the key words
according to its popularity
8. Moving the columns with the interviewees to find the ones with the most similar
answers. (Appendix 2.3 and 2.6)
9. Finding a pattern of similar answers (based on similarities) amongst the interviews
10. Presenting the patterns (based on similarities and dissimilarities) and analyzing
them in context of the research questions to find the best suitable reasons from previous
literature. (Table 16 and 18)
3.7) Quality measures
Validity and reliability usually refer to the credibility, trustworthiness, value, applicability, or
consistency and conformity of the study (Silverman, 2016).
Validity could be internal or external. Internal validity refers to the degree to which the
researcher can explain that the observed correlations are causal; while external validity is
related to what extent the findings of the study are generalized (Yin, 2003). Generalizability,
also commonly referred as external validity, refers to a quality measure indicating if findings
of a study can be generalized further than the immediate sample and setting (Bryman & Bell,
2007:177). Yin (2014) explains that external validity can be enhanced by providing the strong
theoretical base for the study. To assure the generalizability (external validity), theoretical
framework and theoretical model is developed for this study which is based on previous
literature and theories. Internal validity for this study is enhanced by providing the explanations
of observed patterns from previous literature.
27
Reliability refers to “the extent to which the results of study are consistent over time.” (Bryman
& Bell, 2007:170). It refers to the ability of the study to achieve the same results over repeated
testing periods, it further requires the researcher have developed the consistent responses in
using the method and results, factors related to research design. To increase the level of
reliability, it is suggested to document the research method in detail and to develop a case study
protocol and a database (Yin, 2014). Proper documentation for this study is submitted in
appendices and saved by researchers to assure the reliability of results.
3.8) Ethical considerations
Researchers should be aware of the restrictions and considerations that can affect the analysis
of data (Gummesson, 2005). Ethical considerations are important for both researchers and
respondents, which help researchers to access the complete information.
Three frequently used ethical guidelines in research are: code and conduct, trust and
confidentiality. Codes and consent particularly refers to “informed consent”, which means that
research subjects/companies have the right to know that they are being researched. A good and
easy way to get the consent of respondents is by involving supervisors and examiners in the
ethical process (Silverman, 2016:32). Consent of companies (Coop, Willys and ICA) is made
by sending them the invitations, a reference letter from examiner, to participate in the research
(see appendix 3). Moreover, they are also informed that their customers are selected for
customer survey. Interviews and customer survey is conducted after getting the consents of the
responsible staff members in each company.
Confidentiality means that the researchers are obliged to protect the identity and places of
respondents. For respondents’ assurance of privacy will create trust for revealing the
information, as anonymity is the major concern for respondents. (Silverman, 2016:32). The
researchers assure confidentiality by providing the written privacy statement in research
invitation letter (see appendix 3) to respondents stating that all the information provided by the
respondents will only be used for research purpose and is only valid for this study. Respondents
are asked if the names of the respondents are revealed or kept anonymous, all respondents are
agreed to be anonymous.
Trust refers to the relationship between the respondent and the researcher. Researchers are
responsible not to spoil standards of research and present both researchers and work as
trustworthy. (Silverman, 2016:33). Privacy assurance to respondents results in increasing the
trust.
28
3.9) Limitations of methodology
One of the limitation in the data collection process of the current study is the language barrier,
none of the researchers is native speaker of English and Swedish. This may affect the
interpretation of information during communication process. To overcome this barrier, the
translation of customer survey (English to Swedish) is done by researchers and cross checked
by some Swedish experts (friends). Moreover, one of the interviewee from Coop (C1) cannot
speak English, therefore during the interview a Swedish friend is invited by the researchers as
a translator.
Another limitation is that some interviewees were in another city (Gothenburg) and because of
the unavailability of interviewees for face to face meetings, two interviews are conducted on
telephone and one interview is conducted on skype. This study considers that face to face
interviews create more close collaboration and accurate interpretation of responses. While
telephone or skype may create misinterpretation due to noise and distortion.
29
Chapter 4: Empirical Findings
In this chapter, the empirical findings from interviews and customer survey are presented.
The following tables and graphs summarizes the main themes (i.e. green marketing
communication, communication channels, communication messages and eco-labels). The
keywords are captured as variables from the interviews and surveys for the data
representation. In tables, W1 and W2 are the respondents of Willys, C1 and C2 are the Coop
respondents, while I1, I2 for ICA respondents.
4.1) Company Profiles
ICA
Hakon Swenson started as AB Hakon in 1917, with the idea of free retailers in cooperation. It
was later founded as a company, ICA, in 1938. ICA is a unique way of providing an opportunity
for talented store employees to become business owners with much less financial investment
and low risk. In 2013, ICA and Hakon Invest merged and was called ICA Gruppen. ICA
Gruppen includes ICA Sweden and Rimi Baltic (grocery retailer), ICA Real Estate (manages
properties), ICA Bank (offers financial services) and ICA Apotek Hjärtat (pharmacy
operations). ICA Gruppen’s core business idea is grocery retail. ICA Gruppen is constantly
striving to raise the sustainable efforts, regarding environment, quality, health ethical trade,
and social commitment. By 2020, ICA’s mission is to become a leading company in
sustainability. (ICA, 2017-04-19)
Coop
Coop is a cooperative association founded in 1899, with the idea of providing a good food, in
a good store, at a good price. In 1970, Coop opened an environmental protection laboratory, to
make customers more aware about food, health, and sustainability. In 1990, it stared green
Coop Konsum and in 1991, Coop have introduced the eco-label Änglamark. Coop Änglamark
was for seven consecutive years selected as Sweden’s greenest brand. Under this brand, Coop
is currently selling over 4000 organic and eco-labels products. Coop’s aim to get recognized
as the most sustainable company ever, by making sustainable and organic products a natural
part of everyday life for the customers. Coop have introduced the weekly offer ‘Veckans Eko’,
in which the prices of some ecological products are reduced, which have been very successfully
from past two years. (Coop, 2017-04-19)
30
Willys
Willys started as a small business in Gothenburg in 1975 and is now successfully established
with 190 modern stores across the country. For almost forty years, Willys has continuously
been striving to reduce the prices for Swedish food products. Since 2000, Willys have been
been a part of in Axfood, which have helped Willys to drive down the prices in the grocery
market. Willys has labeled all the its stores with the eco-label with Bra Miljöval from
‘Naturskyddsföreningen’, Nature Protection Association. Willys mission is to be the leader in
the discount segment, by offering wide range of ecological products to its customers. (Willys,
2017-04-19)
4.2) Interviews
4.2.1) Green Marketing Communication
Table 2 summarizes the answers of respondents from Willys, Coop, and ICA on the aim for
promoting eco-friendly products. According to the respondents from Willys and ICA, one of
their aims is to create awareness about the eco-friendly products. The respondents from Coop
revealed that Coop have already created an image as sustainable in the minds of their
consumers as their main aim is to be considered as a sustainable firm.
Table 2: Aims for Promoting Eco-friendly Products, Own.
Table 3 summarizes the answers from the respondents on benefits of green marketing. The
answers varied even for respondents working for the same company. We can observe that
respondent 2 from Willys, i.e. W2, answered that the benefits for the company from green
marketing communication are that we are ‘taking the responsibility towards environment and
it is a social responsibility’, while the other respondent, i.e. W1, held that communication of
green marketing creates a positive image and increases profits for the company. Which means
Keywords W2 W1 C1 C2 I1 I2
Attract new customers
Communicating the offers
Aware customers about their
ecological products.
Quality and safe products
Customers perceive them as
sustainable
31
that one respondent says the green marketing is social responsibility while the other says that
green marketing brings profits to the company.
Table 3: Benefits with Communication of Green Marketing, Own.
Table 4 represent the effect of green marketing communication on consumers. One respondent
from each company asserted that the company have tried to provide eco-friendly products for
their customers with good offers or for lower prices.
Keywords W2 W1 C1 C2 I1 I2
Collection or availability of
ecological products
Lower Prices
Increased sales of eco-
friendly products
Good Segregation of
ecological products
Table 4: Effects of Green Marketing Communication on Customers, Own.
Keywords W2 W1 C1 C2 I1 I2
Take responsibility for
environment
Take social responsibility
Create the Image of the
company
Attract new customers
Profits
Maintain the green image
32
4.2.2) Communication Channels
Table 5 summarizes the channels that are used by the companies for promotion of their eco-
friendly products. We can observe that the three companies use most of the channels that are
studied in this study.
Keywords W2 W1 C1 C2 I1 I2
Internet/Websites
Social media- Facebook and
Newspaper
Point-of-Sale
Brochures
Billboards
T.V advertisements
Table 5: Channels in Green Marketing Communication, Own.
Answers by the respondents about the feedback by customers to the company are summarized
in Table 6. Coop get feedback either by e-mails or by membership panels, which both
respondents answered. Whereas for ICA and Willys, both the respondents, i.e. W1, W2 and I1,
I2, answered that customers give feedback via social media.
Keywords W2 W1 C1 C2 I1 I2
Point-of-Sale
Social Media
Mails
Membership panels
Table 6: Two-way Communication, Own.
Table 7 summarizes the strategies used by the companies to motivate customers to buy eco-
friendly products. ICA’s strategy to achieve this is to provide good quality (mentioned by I1)
and branded products, simultaneously creating customer awareness about the environment,
health, and sustainability (mentioned by I2). For Willys, respondent W1 mentioned that
decreasing the prices and weekly offers are the strategies for Willys to motivate customers to
buy ecological products. Coop provide weekly offers and tries to create customers’ awareness.
33
Table 7: Motivation of Customers for Green Products, Own.
4.2.3) Communication Messages
Table 8 summarizes the content of green communication messages that the companies use.
Respondent W1 from Willys said that they have the message ‘Eco för alla’, which means that
all the customers should be able to afford the eco-friendly products. The respondents from
Coop mentioned that Coop’s messages are express that the products are environmentally
friendly, good for health and sustainable. While respondent I1 from ICA said that ICA is using
the message ‘I love eco’ on many products, to show that they have environment friendly
products.
Keywords W2 W1 C1 C2 I1 I2
Products are environment
friendly
'Eco För Alla' - Ecological
products can be afforded by
everyone.
ICA, I love eco
Products are sustainable
Products are healthy
Table 8: Green Marketing Communication Messages, Own.
Keywords W2 W1 C1 C2 I1 I2
Weekly Offers
Decreasing the prices
Quality and brand name
Creating awareness about
environment, health and
sustainability
34
Table 9 summarizes the answers of respondents for verbal messages on the packaging for green
products. I2 mentions that ICA have verbal messages about environment and recycling on the
products. Both respondents from Coop mentioned that they have messages showing that the
products are healthy and good for health. Willys have messages that shows how to reduce food
waste.
Keywords W2 W1 C1 C2 I1 I2
Inform the customers
Reduce the food waste
Healthy
Better for environment
Recycling information
Table 9: Verbal Messages on Packaging, Own.
Table 10 summarizes different types of environmental claims, used by the companies in their
communication. Willys respondent W1 said they have a ‘tea programme’ for no-child labor,
while respondent C2 form Coop and two respondents, I1 and I2, from ICA claim that they their
products have less impact on environment.
Keywords W2 W1 C1 C2 I1 I2
All Kind of appeals
Approved eco-labels
No child labour social aspect
Good for you, product related
climate and environment
Table 10: Types of Environment Claims, Own.
Table 11 summarizes that respondent W1 from Willys mentioned that customers are aware of
their messages and customers come to buy the eco-friendly products. Respondent I2 from ICA
said that their customers are aware of their messages as they can observe the increase in sales
of eco-friendly products. The respondents from Coop said that they motivate customers to buy
eco-friendly products, through weekly offers and have also films on Youtube to create the
customer awareness.
35
Keywords W2 W1 C1 C2 I1 I2
Customers come to buy
ecological products
Motivate customers to buy
ecological products on
weekly offers
Increase in sales
Message through films
Table 11: Awareness of Customers about Advertisement Messages, Own.
4.2.4) Eco-labels
Table 12 summarizes the intentions of companies behind using the eco-labels. Respondent
form Willys mentioned that one reason for using eco-labels is to assure customers that the
products are ok to buy. Coop respondents mentioned that eco-labels are an important way to
guide customers about the environmental friendly products. I2 from ICA mention that eco-
labels help customers, who are very conscious about environment to make good choices.
Keywords W2 W1 C1 C2 I1 I2
Assure that this product is ok
to buy
Help customers to make
conscious choices
Regulated by Government
Recognize this mark as
certified product
Eco-labels are very strong in
guiding
Levels of requirement to be
qualified for the labels.
Children in schools are
educated about the eco-labels.
Table 12: Intentions of using Eco-labels, Own.
36
Table 13 summarizes the effectiveness by eco-labels. One respondent from each company
agree that eco-labels can successfully guide the customers about eco-friendliness of products
and to differentiate them from other products.
Keywords W2 W1 C1 C2 I1 I2
Eco-friendly product
Differentiate the product
Depends on popularity of
eco-labels
Guide the customers
Table 13: Effectiveness of Eco-labels, Own.
Table 14 summarizes the initiatives taken by the companies to educate customers about the
eco-labels. Willys W2 respondent said that retailers can guide customers about eco-labels. The
respondent from Coop C1 mentions that the brand itself works as awareness and the other
respondent C2 mentions that they inform on their web page. I2 from ICA mention that they
can guide customers in choosing eco-labels.
Keywords W2 W1 C1 C2 I1 I2
Web page is created
Retailers can guide customers
Brands itself create
awareness
Table 14: Initiatives taken by Companies for Eco-labels, Own.
Table 15 summarizes the effects of eco-labels on customers’ response towards the products.
Respondent W2 from Willys mentions that customers respond positively towards the products
with eco-labels. Respondent C2 from Coop and respondent I2 from ICA mention that the
popularity of the products effects the customers’ response towards them.
Keywords W2 W1 C1 C2 I1 I2
Popularity of products
Different customers respond
differently
Table 15:Effect of Eco-labels on Consumers’ Response Towards the Products, Own.
37
4.2.5) Pattern formation for interviews with managers
To summarize and better understand the empirical data, interviews that answered the interview
questions similarly are brought closer to each other in a matrix (appendix 2.3). As a result,
based on similarities found among the answers of respondents’ red small ovals are formulated
(appendix 2.4), which are helping ovals to find the blue large ovals (global patterns). Deep
observation of the red ovals showed some similarities and dissimilarities, which is dividing the
interview matrix into three different parts. These three different parts (A, B and C) are marked
in the form of blue ovals (table 16). Blue ovals are global patterns for interviews. Interview
patterns are found from the answers of six interviewees. Table 16 summarizes the keywords
involved as well as formation of global patterns (A, B and C).
38
Table 16: Pattern Formulation, Own
Questions keywords C2 C1 W1 I1 I2 W2
Attract new customers
Communicating the offers
Aware customers about their ecological prodcts.
Quality and safe products
Customers precive them as sustainable
Take responsibility for environment
Take social responsibility
Increase the Image of the company
Attract new customers
Profits
Maintain the green image
Collection or avalibilty of ecological products
Less Prices /offers
Increased sales of eco frindly products
Good Segeration of ecological products
Internet/Websites
Socal media- Facebook and Instagram
Newspaper
Point-of-Sale
Brochures
Billboards
T.V advertisments
Point-of-Sale
Social Media
Mails
Membership panels
Weekly Offers
Decreasing the prices
Quality and brand name
Creating awarenss about environment, health and
sustainablility
Prodcuts are environmently-firendly
'Eco För Alla' - Ecological prodcts can be
afforted by everyone.
ICA I love eco
Products are sustainable
Prodcuts are healthy
Inform the customers
Reduce the food waiste
Healthy
Better for environment
Recycling information
All Kind of appeals
Approved eco labels
No child labour social aspect
Good for you, product related
climate and enviroment
They come to buy ecological products
Motivite cutomers to buy eco-products on weekly
Positive trend in sales
Message through flims
Assure that this product is ok to buy
Help customers to makeconcious choices
Regulated by Government
Recognize this mark as certified product
Eco-labes are very storng in guiding
Levels of requirments in order to be qualified for Childern in schools are educated about the eco-
labels.
Eco friendly product
differentiate the product
Depends on popularity of ecolabels
Guide the customers
Web page is created
Retailers can guide customers
Brands itself create awareness
15. Do you think customers trust eco-labels? yes
Popularity of products
Different customers respond differently
6. How do you motivate customers to buy more ecological through
these channels?
1. What are the main aims of ecological promotion by your company?
2. What benefits does communication of green strategies bring for
companies?
3. Do you think that customers come to store because of the
communication of green initiatives?
4. What channels is the company using to promote the green products?
Which is the most effective channel for green marketing?
5. Does the comminution channels posses two-way process i.e. an
opportunity for customers to give feedback about green products?
14. Are there any initiatives taken by company to make these labels
understood by the customers?
16. Do you think many different eco-labels affect consumer’s response
towards the product?
7. What are main contents of messages that a company want to convey
to its customers about their green initiatives?
8. What are the intentions of your company behind using the verbal
messages on packaging?
8. What types of claims (product related, environmental, or social
cause related) do you use in green message contents?
10. Do you think customers are aware of all the messages that the
company want to deliver them? Why?
11.What are the arguments for your decision to have ecolabels for
green products?
13. Do you think that the eco-label successfully communicates the
message to customers?
AB
C
39
The purpose of existing the interview patterns is discussed in the form of similarities and
dissimilarities that are shown by interview patterns A, B and C. Table 17 summarizes the
similarities that are observed from the patterns (A, B and C).
Interview patterns Observed similarities among interview patterns Respondents
A, B & C
Purpose of advertisement is to aware customers about eco-
friendly products
Coop, Willys
& ICA
Communication enhances the green image of the company
Green communication marketing shows that store has
segregated collection and availability of eco-friendly
products
Different types of communication channels are used by
companies
Creating customer awareness is the aim of green marketing
communication
Communication messages regarding eco-friendly products
convey that products are environment-friendly
Eco-labels help customers that product is good for health
Popularity of eco-labels (customers know about some eco-
labels)
Table 17: Similarities Among Interview Patterns, Own.
Along with the similarities among interview patterns, some dissimilarities are also observed.
These dissimilarities differentiate the interview patterns with each other and are used as labels
to show the meaning of patterns A, B and C. Labeling is done to make the interview patterns
understandable for analysis and finally to draw conclusion. Table 18 summarizes the
dissimilarities among interview patterns.
Pattern name Information Respondents
A Promoting sustainability image Coop
B
Conveying that Profit driven managers promote eco-
friendly quality products through point of sale and
avoid TV advertisements
Willys and ICA
(Store Managers)
C
Conveying that profit driven managers promote offers
related to brand and quality products through all
possible advertisement channels
Willys and ICA
(General Managers)
Table 18: Labeling the Patterns Based on Observed Differences, Own.
40
4.3) Customer Survey- results
4.3.1) Green Marketing Communication
Survey results demonstrated that 52% of the Coop customers consider all the variables; i.e.
price, eco-friendly, and brand, while deciding whether to buy the products. 46% of ICA’s
customers consider only the price of the products before purchase. For Willys 33% of the
customers consider all three variables and another 30% of the customers consider prices as
important, while shopping groceries.
Graph 1: Criteria to Buy Products, Own.
As we can observe from Graph 2, 52% customers of Coop, 42% of ICA’s customers, and 49%
of Willys’ customers prefer eco-friendly products over others. Most customers from ICA, Coop
and Willys consider eco-friendly products as having less impact on environment.
Graph 2: Preference of Eco-friendly Products, Own.
24%
46%
30%
15%
25%
13%9% 10% 11%
52%
19%
33%
0%
10%
20%
30%
40%
50%
60%
Coop ICA Willys
Res
po
nd
ents
Price Eco friendly Brand All
52%
42%
49%
13%16%
13%
7%
14%11%10%
1%
11%
18%
26%
16%
0%
10%
20%
30%
40%
50%
60%
Coop ICA Willys
Res
po
nd
ents
Yes No Price is high Health sake Environment
41
The results of customer surveys showed that 80% the customers of Coop, 75% of the customers
of ICA, and 79% of the customers of Willys want to get detailed information about the product
before making the purchase.
Graph 3: Information About the Products Before Purchase, Own.
28% of the Coop’s customers have visited the store, because they trust that Coop is a
sustainable company. 39% of ICA’s customers have visited the store as they have got offers
on the products. 24% of Willys customers have visited the store because of Willys’
sustainability and another 21% have visited it for its offers.
Graph 4: Reason for Visiting the Store, Own.
80%75%
79%
20%25%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Coop ICA Willys
Res
po
nd
ents
Yes No
28%25% 24%
8%2% 3%
10%
39%
21%
8% 9%
21%
48%
26%32%
0%
10%
20%
30%
40%
50%
Coop ICA Willys
Res
po
nd
ents
Sustainibility of company 11
Advertisement of eco friendly products 3
Offers 4
All 3
None 19
42
4.3.2) Communication Channels
The results of survey showed that the most important communication channel for Coop is
‘point-of-purchase’, as 42% of served customers agreed. 34% of ICA’s customers agreed that
they get messages mostly from point-of-purchase. Most of Willys’ customers agreed that they
receive messages mostly in social media.
Graph 5: Green Marketing Communication Channels, Own.
The results showed that 35% of Coop’s customers prefer to get messages form printed media.
45% of ICA’s and 35% of Willys’ customers preferred to get messages from both online and
printed media.
Graph 6: Preference of Communication Channels, Own.
21%
9%5% 5%
12%7%
42%
25%
11%
0%
7%5%
18%
34%
11%
17%
9%
14%17%
23%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Newspaper TV Billboards Brochures Websites Socialmedia
(Facebook,you tube,
Instagram)
Point ofpurchase
(store)
Res
po
nd
ents
Coop ICA Willys
33%
45%
29%
35%
9%
35%33%
45%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Coop ICA Willys
Res
po
nd
ents
Online channel Printed Media Both
43
Most customers of the three companies answered that they gave feedback to the companies.
16% of the customers from ICA and 17% from Willys give feedback via social media. 20% of
Coop’s customers give feedback by talking to the managers of the store.
Graph 7: Means of Giving Feedback, Own.
4.3.3) Communication messages
68% of Coop’s, 64% of ICA’s, and 38% of Willys’ customers wanted get information about
offers through e-mails. Only 10% of Coop’s, 9% of ICA’s and 9% of Willys’ customers wanted
to get information via SMS.
Graph 8: SMS or E-mail Messages, Own.
20%11% 11%13% 9% 11%
18%
2% 3%5%
16% 17%
45%
61%57%
0%
10%
20%
30%
40%
50%
60%
70%
Coop ICA Willys
Res
po
nd
ents
Taking to manager in store 8 Sending email 5
Membership panels 7 Social media 2
Never give feedback 18
10% 9% 9%
68%64%
38%
8% 7%
29%
15%20%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Coop ICA Willys
Res
po
nd
ents
SMS E-mail Both None
44
40% of Coop’s, 37% of ICA’s, and 29% of Willys’ customers preferred to get health related
information. The customers were least interested in information about the companies recycling
and social responsibility.
Graph 9: Important Information through Advertisement Messages, Own.
4.3.4) Eco-labels
47% of Coop’s, 50% of ICA’s, and 46% of Willys’ customers think that the products are
environmentally friendly, when they find eco-labels on the products. Only 2% of Coop’s, 6%
of ICA’s, and 10% of Willys’ customers think that products are expensive when they have eco-
labels.
Graph 10: Meaning of Eco-labels, Own.
40%37%
29%
7%11%
29%
5%
11%13%
33%35%
18%14%
6%
11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Coop ICA Willys
Res
po
nd
ents
Information related to health issues Information about recycling
Information about donations to social causes Information related to environment
None of above
47%50%
46%
36%
17%
28%
2%6%
10%15%
27%
15%
0%
10%
20%
30%
40%
50%
60%
Coop ICA Willys
Res
po
nd
ents
Meaning of eco label
Environment friendly Good for health Premium price All
45
Most customers answered that eco-labels help them to identify the ecological products easily.
Graph 11: Role of Eco-labels in Creating Customer Awareness, Own.
Most customers from all three companies answered that they get a positive image of the product
when they see eco-labels on them. 13% of Coop’s, 14% of ICA’s, and 12% of Willys’
customers feel that eco-labels are not important, as they believe in the brand name of the
product.
Graph 12: Process of Eco-labels Certification, Own.
87% 87%
79%
13% 13%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Coop ICA Willys
Res
po
nd
ents
Making it easier for me to identify green products
I become confuse when I see many ecolabels
85% 86% 82%
13% 14% 12%3% 0%
6%
0%
20%
40%
60%
80%
100%
Coop ICA Willys
Res
po
nd
ents
Yes, it can create the positive image of the product
No, it is not important, I believe in the brand name of the product
No answer
46
Most customers answered that they trust eco-labels, while 2% and 3% of the customers from
ICA and Willys respectively, answered that they trust them only sometimes.
Graph 13: Customers’ trust on Eco-labels, Own.
4.3.5) Pattern formation for customer survey
To summarize and understand the empirical data, keywords that itself can explain complete
answer from respondents are highlighted. Columns from customer survey, that answered the
questions in similar way, have bought closer to each other in a matrix. As a result, based on
similarities red small ovals are formulated (appendix 2.6 and 2.7) which are helping ovals to
find the blue large ovals (patterns). Deep observation of the red ovals showed some similarities
and dissimilarities, which is dividing the survey matrix into nine different parts. These nine
different parts (1 to 9)) are marked in the form of blue ovals (table 16). Blue ovals are global
patterns for customer survey. Survey patterns are found from the answers of 120 customers.
Table 19 summarizes the keywords involved as well as formation of global patterns (A, B and
C). These patterns (1 to 9) are showing the similarities (table 20) and dissimilarities (table 21)
among the respondents about the answers of survey questions. Appendix 2.7 shows clearer
version of table 19. Patterns (1 to 9) observed in table 19 are labelled based on the differences
between those patterns. Labelling is done to make the patterns understandable for data analysis.
98%91%
85%
3%7%
12%
0% 2% 3%
0%
20%
40%
60%
80%
100%
120%
Coop ICA Willys
Res
po
nd
ents
Yes No Sometimes
47
Table 19: Pattern Formation, Own.
C20 C37 C12 C21 C3 C31 C10 C1 C13 C24 C29 C36 C2 C19 C33 C34 C12 C22 C23 C25 C7 C27 C4 C35 C6 C9 C32 C5 C28 C30 C16 C8 C40 C39 C11 C14 C15 C17 C18 C26 C38 I10 I8 I1 I4 I11 I5 I13 I16 I6 I16 I20 I18 I30 I35 I39 I28 I33 I34 I32 I38 I9 I7 I22 I17 I24 I31 I23 I37 I23 I37 112 I15 I25 126 I19 I27 I36 I21 I2 I14 I29 I40 W10 W17 W1 W7 W21 W28 W9 W14 W20 W29 W33 W37 W35 W38 W39 W40 W11 W18 W26 W25 W30 W13 W24 W4 W8 W16 W19 W22 W12 W3 W5 W31 W6 W27 W2 W23 W15 W32 W34 W36
`
Coop Ica Willys
Price
Eco friendly
Brand
All
Sustainibility of company
Advertisement of eco friendly products
Offers
All
None
Yes
No
Price is high
Health sake
Environment
Yes
No
Newspaper
TV
Billboards
Brochures
Websites
Social media (Facebook, you tube, Instagram)
Point of purchase (store)
Online channel
Printed Media
Both
SMS
Both
None
Information related to health issues
Information about recycling
Information about donations to social causes
Information related to environment
None of above
Taking to manager in store
Sending email
Membership panels
Social media
Never give feedback
Strongly agree
Agree
To some extent
Strongly agree
Agree
To some extent
Disagree
Strongly disagree
Strongly agree
Agree
To some extent
Environment friendly
Good for health
Premium price
All
Making it easier for me to identify green products
I become confuse when I see many ecolabels
Yes, it can create the positive image of the product
No, it is not important, I believe in the brand name of the product
No answer
Yes
No
Sometimes
Others
Krav
Trust on company
Important
Fulfill certain requirements
Thinking about future
Reliable
No answer
Keywords
48
Table 20 below, summarizes the similarities that are observed from the survey patterns (1 to
9), which shows that some concepts are common to all customer respondents.
Survey Patterns Observed similarities among survey patterns Respondents
1, 2, 3, 4, 5, 6, 7, 8
& 9
Price, eco-friendliness, and brand names are considered as criteria
to buy the products
Coop, Willys
& ICA
Major respondents focus on sustainability of the company is a
reason to visit the store
Customers prefer ecofriendly products over others because of the
environment consciousness
Customers want to know the detailed information about attributes
of the products
Point of purchase and newspaper are important communication
channels
Both online and printed media is equally important for getting
information through advertisements
Customers prefer to receive information through emails
Most important information in advertisement messages is related
to health and environment
Never give feedback
Advertisement messages attract customers to some extent towards
ecofriendly products
Customers trust on advertisement messages
Prefer to buy the products with certified ecolabels
Eco label means product is environment friendly and good for
health
Eco labels are making it easier to identify the ecofriendly products
Customers want to know the process of certification of ecolabels
Customers trust on ecolabels
Many customers don’t know the reason of trust on specific
ecolabels
Table 20: Similarities Among Survey Patterns, Own.
49
Along with the similarities among survey patterns, some dissimilarities are also observed.
These dissimilarities differentiate the survey patterns (1 to 9) from each other and are used as
labels to show the meaning of these patterns. Labeling is done to make the survey patterns
understandable for analysis and finally to draw conclusion. Table 21 summarizes the
dissimilarities among interview patterns.
Pattern name Information Respondents
1 Accepting company based on sustainability Coop
2 Exhibiting brand cautiousness Coop
3
Focusing on environmental aspect of communication
messages to receive information Coop and ICA
4 Considering offers and social aspects ICA
5 Exhibiting positive trend towards in store advertisement ICA
6
Focusing on newspaper and recycling information on
packaging ICA and Willys
7
Exhibiting two-way communication through social
media and in store channels Willys
8
Showing attraction towards sustainability, offers and
recycling information Willys
9
Focusing on in store and recycling information on
packaging Willys
Table 21: Labelling the Survey Patterns Based on Observed Differences, Own.
50
Chapter 5: Data Analysis and discussion of results
In this chapter, the empirical data is analyzed. The analysis is constructed around the issue of
communication of green marketing in retail sector of Sweden. The analysis is done by
examining the outcome of the interviews and customer survey in four areas that are central
issues of the research questions: green marketing communication, channels, messages, and
eco-labels used in green marketing communication. Empirical data in the form of interview
and survey patterns (see previous chapter) is analyzed by finding logical reasons (from
previous literature) of the existence of patterns. This logical explanation for existence of
patterns is given with antecedent theories to draw the conclusions.
5.1) Communication of green marketing
Empirical findings from interviews revealed that the most important concept for ICA and
Willys, concerning the green marketing, is to create awareness among the customers about eco-
friendly products, which is in line with Cherian & Jacob (2012), who hold that green marketing
is done to show people, who are worried about the environment that the company is operating
to solve some environmental issues. D’Souza et al., (2006) suggest that if the customers are
educated about the causes and impacts of pollution on the environment then their awareness
levels will increase, which would promote a favorable attitude towards eco-products.
Companies are adapting green marketing communication because customers want to know the
attributes of eco-friendly products (see table 21). This is in line with Davis (1995), who
indicates that consumers care about ecological matters and want advertisers to provide them
with detailed and substantiated information for the evaluation of product attributes, which is
necessary to make the appropriate product choices. Customers also want to know about the
green deeds of the company, as explained by Du et al., (2010). Empirical findings from
interviews revealed that Coop is not focusing on creating awareness directly; instead they are
focusing on promoting an image as a sustainable company (table 18). Biloslavo & Trnavcevic
(2009) show that corporate communication is important for the development of green
reputation. Green reputation results in increasing sales of green products or services and
increase possibility of enhancing the sales in future, by creating customer awareness. Hence, it
can be said that although the priorities of Coop are different than those of ICA and Willys, but
Coop is using a different path to reach consumer awareness. In line with Chen et al., (2006),
the Coop marketers focus the differentiation of the company in relation to competitors (Willys
& ICA), by communicating company's green initiatives (sustainability) seriously.
51
In order to promote the sustainability, Coop managers (see table 17) focus on maintaining their
image as green. For this Coop has changed the store layout to green. As proposed by Yusof et
al., (2012) that the retail outlet is also promoting the green image; hence, Coop is focusing on
showing the separation of eco-friendly products from other products in the store. Empirical
findings from customer survey (table 20) has revealed that one of the reasons for customers to
visit the store is the sustainability of the company. Because green reputation attracts customers
towards eco-friendly products. Promoting green purchase behavior means encouraging and
persuading people to buy environmental friendly products (Almossavi, 2014).
Significant similarities are observed, among survey patterns (table 20) which revealed that
respondents of all three companies revealed that they prefer eco-friendly over other products,
which is in line with Davis (1995) and Cherian & Jacob (2012), who hold that consumers in
Western nations have a positive attitude towards eco-friendly products, empirical findings of
this study confirmed these results as this study is conducted in Sweden where customers prefer
to buy eco-friendly products over others. This is also observed from empirical findings of
customer survey where customers said that they want to buy eco-friendly products regardless
of high prices, which is in line with Cherian & Jacob (2012) and Sarkar (2012), who hold that
consumers agree to pay premium prices, if the additional environmental features and values of
products provided.
52
Table 22 summarizes the analysis of green marketing communication.
Green Marketing Communication
Empirical Findings Theory Analysis
ICA and Willys, concerning the
green marketing, want to create
awareness among the customers
about eco-friendly products.
Cherian & Jacob
(2012); D’Souza et
al., (2006)
When customers are educated about the
causes and impacts of pollution on the
environment then increase in awareness
levels and therefore also favourable
attitudes towards eco-friendly products.
Companies are adapting green
marketing communication to
aware the customers about eco-
friendly products.
Davis (1995); Du et
al., (2010).
Consumers care about ecological
matters and want advertisers to provide
them with detailed and substantiated
information.
Customers also want to know about the
green deeds of the company.
Coop is focusing on promoting an
image as a sustainable company.
Biloslavo &
Trnavcevic (2009);
Chen et al., (2006),
Green reputation results in increasing
sales of green products or services and
increase possibility of enhancing the
sales in future, by creating customer
awareness. Coop is not focusing on
creating awareness directly; instead they
are focusing on creating green
reputation.
Customers are visiting the store
because of sustainability of the
company
Yusof et al.,
(2012); Almossavi
(2014)
Green reputation attracts customers
towards eco-friendly products which is
promoting green purchase behavior and
encouraging and persuading people to
buy environmental friendly products
Customers in Sweden prefer to
buy eco-friendly products over
others
Davis (1995);
Cherian & Jacob
(2012); Cherian &
Jacob (2012);
Sarkar (2012)
Customers in western nations have a
positive attitude towards eco-friendly
products as also customers said that they
want to buy eco-friendly products
regardless of high prices
Table 22: Summary- Analysis of Green Marketing Communication, Own
53
5.2) Communication Channels
Differences exist between interview patterns (table 20), ICA and Coop prefer for TV
advertisements and take it as important channel while Willys is indicating that TV
advertisement is not important, which is in line with Awan & Waqim (2016) who explain that
TV advertisements are not that effective, as many do not have much time to spend watching
TV and even if some people do, they don’t take the TV advertisements seriously. Another
reason proposed by Willys’ respondents, is that TV advertisements are expensive and the
company must think about their budget, while making advertisement decisions.
A similarity between interview patterns (see table 17) exist, in that the point-of-sale is an
effective channel of communication. This is in line with Yadin (2002), who holds that many
people arrive to the point-of-sale. When looking at the shelves, their priorities in products
purchase could change, due to the environment of store. Customer survey also revealed
similarities among the answers of respondents (table 19) regarding point of purchase is an
important source of information for customers, which indicates that highlighting the products
within the store helps customers to consider the right product, which is line with Ndubisi (2005)
who states that there is significant relationship between communication and customer
awareness. While comparing survey patterns differences among the answers of the respondents
(Willys) are observed. The results of the empirical findings showed that Willys’ customers are
not getting the information from the store, the reason could be that the store layout is not
developed enough.
Empirical findings from interviews showed that collection and availability of eco-friendly
products are communicated to the customers through offers and price discounts (table 17).
These offers are highlighted in the stores, which make customers buy eco-friendly products.
This is in line with Bakanauskas & Liesionis (2002) that hold that the aim of green marketing
is to inform customers about the eco-friendly operations of the company and make them
familiar with these products. Survey patterns indicated that customers are also following the
green marketing advertisements and are visiting the store because of advertisements and offers
by the companies. Advertisements related to offers (weekly, monthly etc.) are mostly followed
by ICA and Willys customers (table 21), while Coop customers are more linked with
sustainability instead of discounts.
54
Another similarity among the interview patterns (table 17) is the use of websites for
communication of green strategies, which is in line with Biloslavo & Trnavcevic (2009). They
hold that websites are the most commonly used medium of communication. Websites are
usually providing standardized messages regarding the green initiative concepts. Links are
available on the web pages for social responsibility and sustainable development, to help and
guide customers. Survey patterns (table 20) indicate that customers are to some extent receiving
the information from the company’s websites: in line with Banyte et al., 2015), who suggests
that special websites are created, where the information on manufacturers of eco-friendly
products and the products’ origin can easily be found by green consumers.
Newspapers are another important communication channel. Survey patterns (table 20) showed
that customers are widely receiving information from newspaper. Which is in line with Mayank
& Amit (2013) who indicate that newspapers remain the leading source of information for most
respondents and should be utilized more for reaching consumers for green products and
practices.
The survey patterns for ICA and Willys (table 21) focused on getting information and giving
feedback through social media, which is in line with Hutter et al., (2013), who indicate that
social media communication is that it is effective in creating brand awareness of eco-friendly
products. Interview patterns of Willys and ICA showed similarity about the use of social media,
a source of two-way communication with customers, as Reilly & Hynan (2014) indicate that
companies are using social media for advertisements, they are also able to get the feedback
from consumers through social media. Kotler (2011) explains that this this two-way
communication process, is making companies more conscious about their green activities to
avoid the negative eWOM, as consumers are more alert and connected through social media,
regarding the environmental issues. While interview patterns of Coop is different from Willys
and ICA, the difference is because Coop respondents (see table 17) explained that they are
accepting feedback from customers through members’ panel, which is unique for Coop.
55
Customer respondents of Willys, ICA and Coop focus on receiving information through both
online and printed media, which is in line with Chan (2004) who explains that the
communication of green practices using broad online media would generate relatively more
positive attitudes to advertisements, while print media significantly generate positive
intentions. Thus, both are important to create and increase awareness among consumers.
Moreover, regarding direct media communication channels, survey patterns indicate that
respondents of all three companies want to receive information and advertisement of green
products through emails.
56
Table 23 summarizes the analysis about green marketing communication channels
Communication Channels
Empirical Findings Theory Analysis
ICA and Coop prefer for TV
advertisements and take it as
important channel while Willys is
indicating that TV advertisement is
not important
Awan & Waqim
(2016)
TV advertisements are expensive and the
company must think about their budget,
while making advertisement decisions.
Moreover, customers have no time to see the
TV advertisements.
Point-of-sale is an effective channel of
communication
Yadin (2002);
Ndubisi (2005)
Point-of-purchase is an important source of
information for customers. Priorities of
customers purchase behavior change when
they visit the store and look at shelves.
If customers are not getting the information
from the store, the reason could be that the
store layout is not developed enough.
Collection and availability of eco-
friendly products are communicated
to the customers through offers and
price discounts.
Bakanauskas &
Liesionis (2002)
Customers are also following the green
marketing advertisements and are visiting
the store because of advertisements and
offers by the companies.
Newspapers are another important
communication channel.
Mayank & Amit
(2013)
Customers are widely receiving information
from newspaper.
Websites are used only by some
customers as source of information.
Biloslavo &
Trnavcevic (2009);
Banyte et al., (2015)
Customers are to some extent receiving the
information from the company’s websites,
because websites are usually providing
standardized messages regarding the green
initiative concepts and allow only one-way
communication.
Companies are focusing on getting
information and giving feedback
through social media
Hutter et al., (2013);
Reilly & Hynan
(2014); Kotler (2011)
Social media such as facebook or Instagram
helps companies in two-way
communication and it is the effective way to
create brand awareness of eco-friendly
products.
Customers are willing to receiving
information through both online and
printed media,
Chan (2004) Both are important to create and increase
awareness among consumers.
Table 23: Summary- Analysis of Communication Channels, Own
57
5.3) Communication messages
Interview patterns show similarities (table 17) about the most important content of
environmental communication messages, which is to inform customers that the company has
eco-friendly products. This is in line with Banerjee et al., (1995) who show that green
advertisements have educational content (information for stakeholders) to educate customers
about the availability of eco-friendly products. Survey results in the form of patterns also
showed that educational concepts among messages are important, because customers also want
to receive information.
Interview patterns of Coop showed that health related aspects are raised in advertisement
messages, which is in line with Chittra (2007), who explained that advertisement messages that
promote personal benefits (health and wellbeing) of using eco-products create positive
response from consumers. When interview patterns of ICA and Willys do not focus on personal
benefits (health and wellbeing); instead they are conveying specific messages “I love Eko” and
“Eko för alla”. Customer survey patterns showed that health related aspects as well as
environmental aspects of advertisements are the most important aspect of communication
messages for customers, which is in line with Awan & Wamiq (2016), who hold that while the
customers are only buying products to satisfy their need and wants, companies may try to
highlight the environmental beneficial aspects of the green products, so that customers may
become attracted towards these.
Interview patterns showed that recycling information on packaging is done by ICA. This is in
line with Jerzyk (2016); Ammenberg (2006) & Rahbar & Wahid (2011); they state that the use
of specific eco-messages regarding recycling with the help of images and symbols will generate
confidence and positive attitudes among consumers towards eco-friendly products. Another
advantage, indicated by Jerzyk (2016), of packaging over other traditional tools employed in
marketing communication is that it influences consumers when they actively participate in the
communication process: they are in a retail outlet, have access to a range of products, have
some needs, and want to satisfy them. The role of packaging and its environmental information
is increasingly important for developing the awareness of and influencing the behavior of
consumers.
58
While customer survey (table 21) indicated that customers of Willys and ICA want to know
the recycling information on packaging. While this is not indicated by the Willys’ respondents
of interview patterns, a reason for not thinking about recycling information may be because
Willys’ respondents are focusing on information related to waste management and eco-labels
in advertisement messages on packaging instead of recycling information. This is in line with
Rex & Baumann (2007) who hold that eco-labels are considered as a dominant and effective
means of marketing and communicating green credentials, because these schemes are used
with the purpose of helping the consumers to identify environmental products and their
specifications.
Interview patterns showed that the respondent from ICA focused on highlighting the social
aspects in advertisement messages. Kim & Damhorst (1999) indicate that social causes like
donations and charity aspects in advertisements could generate more positive customer
attitudes towards products. On the other hand, differences are observed that may be due to that
the respondents from Coop and Willys are focusing more on environmental, instead of social
aspects, as explained by Ricky, Chan, Leung & Wong (2006) that environmental aspects in
advertisements are important to enhance the communication effectiveness.
Empirical data from interview patterns revealed that companies (ICA and Willys) are fulfilling
their social responsibilities through green marketing communication. This is in line with Gupta
& Kumar (2013), who explain that companies are seriously perusing social responsibility by
paying attention to green initiatives. While for some respondents of ICA and Willys interview
pattern, green marketing does not help to fulfill the social responsibility, according to them
social responsibility is a vast concept and green marketing is the part of corporate social
responsibility, differences among interview pattern may exist due to the designation of the
managers. Coop respondents are central managers (see table 19) and social responsibility in
green marketing communication is mostly handled by central, rather than store managers.
King & Mackinnon (2001) observe that when a social dimension is added to the consumer's
message-processing task, the task becomes more complex. The same result is observed from
the comparison of all survey patterns that social dimension is not as important for customers.
Instead survey patterns show that consumers focus on environmental related information, in
line with Jerzyk (2016), who hold that environmental information is increasingly important for
developing the awareness of and influencing the behavior of consumers towards ecofriendly
products. Environmental claims in advertisements enhance the communication effectiveness
of advertisements (Ricky, Chan, Leung & Wong, 2006).
59
Table 24 summarizes the above analysis about green communication messages.
Table 24: Summary- Analysis of Communication Messages, Own
5.4) Eco-labels
Interview patterns showed similarities, in that eco-labels are an important tool, which is in line
with Rex & Baumann (2007), to guide and help the customers about making the conscious
choices in purchases. Survey patterns also indicate that eco-labels are signs for customers to
judge that a product is environment friendly, which is in line with Tang et al., (2004), who
defined eco-label as any symbol, appearing on product packaging directed to consumers,
showing that the product is in some significant way less harmful to the environment than the
given purchase alternatives. Mellilo & Miller (2006) indicate that eco-labels are used to
accomplish two main functions for consumers: the information function; informing them about
intangible product characteristics, such as a product’s quality, and the value function such as
product’s image as eco-friendly product.
Communication Messages
Empirical Findings Theory Analysis
Important messages in green
marketing communication.
Banerjee et al.,
(1995)
Educational aspects among messages are
important, because customers want to know
that the company has eco-friendly products.
Environmental claims in advertisements
enhance the communication effectiveness of
advertisements
Health-related aspects as well as
environmental aspects of
advertisements are the most
important aspect of communication
messages for customers
Chittra (2007); Awan
& Wamiq (2016)
When customers are trying to buy the eco-
friendly products, it is very important to
highlight the beneficial aspects related to
health and environment.
Customers are also willing to know
the recycling information on
packaging
Rex & Baumann
(2007)
Companies are focusing on information
related to waste management and eco-labels
in advertisement messages on packaging
along recycling information.
Companies are also trying to focus on
highlighting the social aspects in
advertisement messages
Gupta & Kumar
(2013);
Ricky et al., (2006);
Jerzyk (2016); King
& Mackinnon (2001)
Social responsibility is a vast concept and is
more concerned with corporate social
responsibility.
60
Differences in views concerning eco-labels exists among interview patterns; Coop respondents
showed that eco-labels are used because they show that a certain level of requirements is
fulfilled for a product. ICA and Willys respondents indicated that eco-labels show that products
are controlled and regulated by the government and that eco-labels are signs of certified
products. This is in line with Sønderskov & Daugbjerg (2011), who showed that government
involvement in setting standards, certifying products through product control are necessary to
enhance consumers’ trust in eco-labels. Similar results are observed in survey patterns 1 to 9;
respondents indicated that products with eco-labels are controlled and regulated to fulfil
standards. Survey patterns regarding eco-labels showed similarities that customers want to buy
products with certified eco-labels, which are in line with Rokka & Uusitalo (2008) & Tiwari et
al., (2011), who hold that consumers prefer to purchase products labelled green, as compared
to the traditional non-green products. Eco-labeling is an important means to enhance consumer
trust and transparency in environmental claims, as explains by Thøgersen, Haugaard & Olesen
(2009).
The most important similarity among interview patterns is observed, concerning successful
communication through eco-labels depend on the popularity of the eco-label. Many consumers
find it difficult to understand the eco-labels. Van Amstel et al., (2008) hold that the main
shortcomings of eco-labels were found in the ambiguity about the environmental messages that
they convey; their failure to assure the buyers about the product's ecological impact, the
insufficient information about producers’ compliance, and lack of recommendations. The
solution to get customers to understand the eco-labels, provided in interview patterns, are: to
create web pages, brand the company to create awareness, and letting retailers guide the
customers. Differences between the three patterns may exist, because individual respondents
provided alternatives to the same problem. Moreover, survey patterns show that customers are
only familiar with some known eco-labels, but want to know how the products are certified
with the eco-labels. Certification process of eco-labels is necessary for customers to make the
choices of eco-friendly products.
61
The analysis about eco-labels is summarized in table 25 below.
Table 25: Summary- Analysis of Eco-labels, Own.
Eco-labels
Empirical Findings Theory Analysis
Eco-labels are signs for
customers to judge that a
product is environment friendly
Rex & Baumann (2007);
Tang et al., (2004); Mellilo
& Miller (2006)
Eco-labels are an important tool as they
help customers to show customers that
products having eco-labels are some or
other way less damaging to environment.
Eco-labels are used because
they show that a certain level of
requirements is fulfilled for a
product.
Sønderskov & Daugbjerg
(2011); Rokka & Uusitalo
(2008); Tiwari et al.,
(2011); Thøgersen et al.,
(2009).
Eco-labels show that products are controlled
and regulated by the government and that
eco-labels are signs of certified products.
Therefore, customer’s levels of trust are
also increased
Concerning successful
communication through eco-
labels depend on the popularity
of the eco-label.
Customers are only familiar with
some known eco-labels, but
want to know how the products
are certified with the eco-labels.
Van Amste et al., (2008) The solution to get customers to understand
the eco-labels are: to create web pages,
brand the company to create awareness, and
letting retailers guide the customers.
62
Chapter 6: Conclusion
This chapter aims to answer the research questions, to illustrate the concluding thoughts and
the contribution of the study, as well as to provide theoretical and managerial implications.
Furthermore, the limitations of the study and suggestions for future research are presented.
6.1) Answers to research questions:
Question 1: What are the preferred channels and messages for green marketing
communication used by companies?
The aim of the study is to investigate the communication process of green marketing; therefore,
the focus is on the green marketing preferred communication messages and communication
channels. The results indicated that point-of-sale is most important communication channel for
the promotion of green initiatives; consumers receive most of the information while they are
in store. Companies should try to develop and create the store environment that attract and
motivate customers to buy more eco-friendly products. Other, important communication
channel that customers use to receive the information is newspaper. Websites are providing the
specific standardized information to customers, to create successful communication special
webpages should be created. There is a need to promote the two-way communication process
by companies because customers believe in eWOM as they are linked to each other through
social media and want to discuss more about the green deeds of the company. Two-way
communication process through social media facilities the creation of effective communication
strategies, according to the desires of customers. Direct communication channels, email,
promote personalized delivery of effective communication messages. In return it will give more
positive responses from customers towards eco-friendly products. However, there is a need for
companies to consider consumers’ feedback given via social media. While TV is not often used
by companies as hardly people get time to spend on TV advertisements, as TV advertisements
are much more expensive, which is why companies should not focus much on them as a channel
for communication of green activities.
Message contents of green marketing communication are important to deliver the accurate
messages about eco-friendly products. It has been concluded that among product related
contents personal benefits, such as health related aspects and among non-product related
contents environmental benefits, such as educating customers about environmental degradation
through providing the recycling information on packaging, should be focused in the message
content to make the communication messages effective. While, the social aspects related to
63
donations or social causes in green marketing communication messages of the companies are
less important for customers because these concepts are linked more with corporate social
responsibilities.
Eco-labels are important tool of green marketing communication which help the customers to
make the choices of green products. Eco-labels are conveying messages to customers that the
product is environment friendly and contents of the product are achieved from sustainable
sources that are good for health. But consumers are familiar only with the most popular eco-
labels, customer trust only few well known ecolabels especially national (Swedish) ecolabels.
While there are many other eco-labels in the market, there is a need to make them more
understandable and to educate the customers about the essence of them. Also, to advertise the
process of certifying the eco-labels to eco-friendly products because customers want to know
how the products are controlled and standardized before giving the ecolabels.
Question 2: How do marketers create customer awareness about eco-friendly products
through green marketing communication?
Results show that the customer awareness through communication can be created by two ways:
1) by providing information related to product attributes of eco-friendly products and 2) by
promoting the image of the company as sustainable. Information is conveyed through preferred
green marketing channels in the form of communication messages. On the other hand, green
image as sustainable company is promoted by differentiating the company from its competitors.
When green image is created it also help to create the consumer awareness. Green reputation
help customers trust the company and therefore their level of awareness is increased. The
awareness of consumers can be measured by their positive response towards eco-friendly
products or the increase in sales of eco-friendly products. Thus, green marketing
communication on customers’ side bring customer awareness and on company’s side bring
benefit as reputational advantage. (see appendix 1.1)
6.2) Theoretical Implications and contribution of study
This study is an attempt to combine the process of green marketing communication with
customer awareness about eco-friendly products by providing a conceptual research model.
This study is line with the existing literature by focusing the communication channels and
messages that are already studied by previous literatures. However, this study is contributing
to existing literature by providing the preferred communication channels and messages
important to create customer awareness. Preferred communication channels found are; point-
of-sale and newspapers. Preferred contents of the communication messages are environmental
64
and health related aspects. Moreover, results of the study are contributing to the literature by
providing another new finding related to eco-labels. Which is that customers are not much
aware about the process of certifying the eco-labels to eco-friendly products and they want to
know the process to alter their purchase decisions towards eco-friendly products. Hence, this
study proved that there is a need to advertise the certification process of eco-labels to eco-
friendly products in order to create customer awareness which is not discussed in previous
literature.
6.3) Implication for Managers
Managers must focus on the selection of communication channels and messages content, as it
can affect the green image of companies and the trust level of the customers towards company.
The study is an attempt to provide information regarding the suitable communication media
that mangers should choose to do green marketing communication. The preference of
communication channels study help managers to allocate the budgets for marketing channel;
the right amount of money to the right marketing activity and channel. Point of sale is the
preferred communication channel that managers must focus on to make the communication
process effective. The selection of content of the communication messages is also important,
which is why this study is helpful to understand that selection of effective message contents
for green marketing plays an important role in creating the customer awareness. For ecolabels,
consumers are familiar only with popular eco-labels; eco-labels need to be more
understandable. Moreover, managers of the company should focus on a two-way
communication process, because feedback from customers is necessary to improve the business
strategies.
6.4) Implication for Society
This study has implication for society by showing the importance of green marketing. When
companies practice green marketing communication, it helps to create awareness about
recycling of eco-friendly products that enhances the importance to protect the environment as
well as lowering the degradation of the environment.
65
6.5) Reflection of the study
The study contributes to existing literature by providing a new empirical study on
communication of green marketing initiatives. The study indicates that selection of
communication channels and messages content can affect the communication process as a
whole. Moreover, the study has considered the eco-labels an important content of
communication process. Awareness is created among customers about eco-friendly products
by informing them through the communication process.
6.6) Limitations and directions for further study
Although the study has important findings, it is also accompanied with certain limitations.
Firstly, the study is limited geographically, which means that data is collected only from
Sweden. Due to cultural boundaries results may not be generalized to other nations. Secondly,
the collected data is specific to the retail sector, and the preference of communication channels
and messages contents may vary from sector to sector and industry to industry. Nevertheless,
the methodology could be applied in different sectors, such as health, transport etc.; yet may
result may differ. Thirdly, the demographic features (age, gender, ethnicity, etc.) are not
considered in the current study. The selection of age or gender may reveal different results, as
the preference of communication channel may be different for old or young people, low-
income and high-income people, etc.
As the study was about green marketing communication only, advertising through different
channels is considered, while other aspects of green marketing communication as personal
relations, visual identification, sponsorships, etc. was not studied, which could the subject of
further studies. Moreover, this study has only made limited reflection over direct
communication media, mobile and internet media communication (only emails and SMS were
included), while both are wide subjects to study. Further studies can be on mobile media, which
involve communication through mobile websites, mobile apps, MMS, etc.
66
Appendices
Appendix 1
1.1 Explanation of conceptual model
67
Appendix 2
2.1) Interview Questions (Managers)
Green marketing communication
1. What are the main aims of ecological promotion by your company?
2. Do you think that customers come to store because of the communication of green
initiatives? If yes, how do you knew that?
3. What benefits does communication of green strategies bring for companies?
Communication Channels
4. Which channels are you using to promote the green products?
5. Why are these channels, in your opinion, effective for green marketing?
6. Do the comminution channels possess two-way process i.e. an opportunity for
customers to give feedback about green products?
7. Do the results of ecological promotion depend on the choice of communication
channel?
Communication massages
8. What are main contents of messages that a company want to convey to its customers
about green initiatives?
9. What types of claims (product related, environmental, or social cause related) do
you use in green message contents?
10. What are the intentions of your company behind using the verbal messages on
packaging?
11. Do the results of ecological promotion depends on the choice of communication
messages?
Eco-labels
12. What are the arguments for your decision to have ecolabels for green products?
13. Which organization award these eco-labels? What is the criteria for selecting an
eco-label?
14. Do you think that the eco-label successfully communicates the message to
customers?
15. Do you think that consumers trust these eco-labels?
16. Are there any initiatives taken by company to make these labels understood by the
customers?
17. What strategies do your company use to gain trust of customers in eco-labels?
18. Do you think eco-labels affect consumer’s response to the product?
68
2.2) Answer Sheet
Questions Willys W2 Willys W1 Coop C1 Coop C2 ICA I1 ICA I2
What are the
main aims of
ecological
promotion by
your
company?
a. Promotions are part of
communicating our offering but
ecological assortment and our
everyday low prices are even
more important. b. To meet
increasing customer demand
from customers interested in
ecological products c. To
communicate that we have a
wide range of ecological
products at a good price level. d.
To attract new customers that
not yet have discovered our
range.
As it is trend in Sweden that
customers wants to but more
ecological products we would
try to show them Willys is
having many ecological
products
For Coop it is important that
customers perceive them as
sustainable, and that Coop have very
less effect on the environment as
low as possible.
Sustainability is a core issue for us and
therefore we were among the first to
offer an organic line.
We want the customers to
know that we have safe
products. Ensure quality and
safe products. Customers
should know the origin of
our products and the
conditions under which our
suppliers operate.
Communication is
necessary to tell the
customers that we have
products at lower prices
and these products are
enviromental friendly. It
also help to build the
green image of ICA.
What
benefits does
communicati
on of green
strategies
bring for
companies?
a. Communication must
always be based on the truth
well told. That means that green
strategies needs to be anchored
and implemented in priorities
and decision making before it is
communicated. Companies
need to take responsibility for
our environment and to take
social responsibility to become
successful long term.
To create the green image
willys have started a program
called 'Eko För Alla' which
means that all customers
should afford to buy ecological
products. Profits are ok but
mainly to attract new
customers and maintain their
image.
The image is already created within
customers that Coop is green and
focues on sustainablilty and we
would maintain by programs such as
'Hej då Köttbiten'; 'Ekoeffekten' and
also classifying the products into
class-1 and class-2. This classification
helps Coop to in sustainability as
Coop is able to sell the products that
little effected in producing or
transport etc. but as fresh as class-1.
All this have also contributed to win
'Sustainable brand' for several years.
The effective communication show
our members that Coop is very
green.
It should be easy to take a green
decision. Each week we lower the
price significantly in several organic
products - it is both the environment
and wallet happy. Therefore, we are
lowering the prices by 20-50% on
selected organic products each week
during term Weekly Echo.
Yeah, I think it is driven by
profitability and increase the
image of operating with high
ethical standards.
ICA believs on providing
quality products and
focus on social
responsibility.
Do you think
that
customers
come to store
because of
the
communicati
on of green
initiatives?
Why?
a. Yes more and more
customers are interested in
green initiatives and it does
attract new customers to come
as well as it builds loyalty from
present customers. b. We do
not have proof of that green
initiatives in itself drive
customer visits but we do know
that our Eco campaigns show
high measured likability and
increased sales of eco products
in our stores support the
conclusion that it drives sales
and thus customer visits.
Yes, Some customers come to
look at prices and some come
to see the collection of eco-
products. We see the huge
differece on sales after
promotion of products.
Yes, as Coop profile is extra on green
because special section created
where the health, sustainable and
ecological products are made easy
available for customers called as
‘EKO avdenligen’. Coop have noticed
that their customers loved to have
such segregation. This is also viewed
from the sales of ecological
products.
Yes, Coop always focus on providing
the customers the latest information
related to new eco friendly products
and offers as reduction in prices.
which attract the customer to come to
the store and store layout shows
seggregation of different ecological
and sustainable products.
Yes, when customers know
about the offers of
particularl products, they
come to store and do more
purchases.
yes, it can be measured
by increase in sales and
also by profitibility.
What
channels is
the company
using to
promote the
green
products?
Why is these
channels
effective for
green
marketing?
a. Range of products with eco
labels in store, signs on shelves
in stores , in store promotion
signs, out door advertising, part
of offer shown in campaign
leaflets (postal), web page,
social media ads. a. The
channels we use and find
efficient for our “other
communication” we also use for
“green marketing”. We look at
cost efficiency to communicate
our messages when choosing
channels.
Internet, billboards, we tried
television but it is so expensive.
We tried many years ago but
we are not using it now. We
have different signs in store,
facebook etc. News paper once
in a month.
For Williys Leaflets is the most
effective channels and it is
used mainly for busy
occassions.
Internet, Social media-Facebook,
Instagram and YouTube. T.V
advertisments, Newspapers, Point-of-
Sale and eWOMa. All possible
channels are used to deliver our
messages. Bilboards are used very
rarely. The Films such as
'Ekoeffekten' on YouTube is the
most effective markteing channel as
it aware customers about the
benefits of using ecological products
and also Coop's weekly offers on eco-
products.
We are using many different channels
as newspaper, leaflets, tv
advertisemet, billboards, point of sale
and social media. On our website we
usually do advertisements.
We use mostly internet,
emails, brouchers,
newspaper, billboards,
socialmedia, Tv, point of
sale.
ICA uses internet, emails,
TV, brouchers, newspaper
and point of sale.
Do the
comminution
channels
posses two-
way process
i.e. an
opportunity
for customers
to give
feedback
about green
products?
a. No, we have not any
interactive communication (at
least not yet). b. However
customers are interactive in
themselves on social media
about messages. So companies
can not control messages in the
same way as before. Companies
can present interesting facts and
topics but customers
themselves creates the
messages on social media.
Yes, many people come directly
to me in store to discuss about
the product this is not good
this is very good, sometimes
through mail. For Willys it is
important to listen to the
customers.
There is something called Coop
members panel, where 20000
members are connected and
customers are allowed to present
their views. However, it is
compulsory for customers to be
members of Coop and also the
members of the panel if they want
to give communicate with Coop. It
is also important for Coop to take
feedback from customers who are
not members but with this rule Coop
is having more and more members,
it just cost 100kr but it’s just worth it
of
our communication with customers is
through emails and members group
which is called members pannel. On
social media blogs customers write
their experiences but I personally not
attached with this department but I
think it is not possible to follow
customers on social media.
Yes, we believe in listen to
the customers. Every day we
are faced with questions
about food. What will we eat
today? Is the climate?
Where does the meat come
from?
We have communication
with customers through
emails and social media
How do you
motivate
customers to
buy more
ecological
through these
channels?
Customers think of price when
they want to buy eco-products
so we motivated them buy
decreasing the price in weekly
offers on ecologoícal products.
By providing ecological products on
weekly offers and the messages in
the adverstisment show that
ecological products are good for
health, good for environment and
sustainable.
Sustainability, health and good for
environment are our main concerns
for advertisement of eco friendly
products.
I love Eco the name of our
brand itself is a source of
motivation, image is created
in consumers mind about
quality.
Environment friendly
products which we
publicize in our brand I
love Eko.
What are
main
contents of
messages
that a
company
want to
convey to its
customers
about their
green
initiatives?
a. We communicate our range
of eco labeled products b. We
communicate our every day low
prices on eco labeled products
c. We communicate what we do
to reduce food waist
Eco För Alla' is our message. It
means every person should
afford to buy green
environment friendly products.
That the Coop's products are
sustainable, environmently-firendly
and healthy.
Again sustainability, health and good
for environment
ICA I love eco is our own
organic line, which is
environment friendly, we are
constantly working to
expand and develop.
Our eco friendly products
are safe for environment
and good for health
69
What types of
claims
(product
related,
environmenta
l, or social
cause related)
do you use in
green
message
contents?
a. That we have a wide range
of eco labels products at every
day low prices b. That we
continuously will find ways to
reduce food waist as much as
we can.
Every type of appeals we are
using, from no child labour etc.
head office works with these
questions.
Good for you, good for the climate
and sustainable.
we use personal aspect that it os good
for health, and then environmental
aspect which as less impact on
environment.
We focus that the ecological
product is clearly better for
environment.
We believe on having the
environment and health
related aspect in our
marketing compaigns.
What are the
intentions of
your
company
behind using
the verbal
messages on
packaging?
a. We use approved eco labels
on pack (other than that I can
not say that we use other claims
or verbal messages on pack on
our own retail brands).No answer
It is the suppliers who write on the
products if they healthy or good for
climate or it is having any others
social cause but Coop just highlight
in the store if the product is green.
Coop wants its customers to get the
more and more overview of the
products.
At ICA's food packaging is
always information on how
they should be recycled. If
we all take care of our
packaging properly, the
effect is great!
Mostly we have
information about
recycling and
environment friendliness.
Do you think
customers
are aware of
all the
messages
that the
company
want to
deliver them?
Yes, because they come to
store to buy ecological
products for less price.
Yes, they are aware of the weakly
offers on ecological products. Also,
the sales on these prodcts increase.
Coop may not get much profit on
eco-prodcuts but are able to get
motivite cutomers to but these
products.
Coop is considered as sustainable
from so long ago, Customers to Coop
are loyal and follow the messages and
advertisements. Price cuts have
effect. Coop sales of eco friendly
products are increased every year.
Many customers come to
the store ask about the
products that are advertised
at different places and make
purchases.
Eco friendly products are
becoming famous and
showing more positive
trend in sales. We can say
that customers demand
are increasing also for eco
products.
What are the
arguments for
your decision
to have
ecolabels for
green
products?
a. Eco labels makes it possible
for consumers to make
conscious choices
We use eco-labels for
customers to assure that this
product is ok to buy and help
customers to recognize this
mark as mark of quality for the
product. Yes, the eco-labels are
trustworthy and even childern
in schools are educated about
the eco-labels.
We are KRAV-certified and these eco-
labes are very storng in guiding
customers about the prodcuts effect
on evironmnet and their health. Yes,
ofcourse they are trustworthy as
they have very high levels of
requirments in order to be qualifity
to have their labels.
Today, Coop Änglamark largest in
Sweden in ecology and here you can
do a really good choice - at a good
price. We always offer
environmentally certified products of
environmental labels such as
Requirements, the Swan and the MSC
We want to ensure the
customers, we have an
assortment of quality
products, which are certified
and approved. Consumers
want green quality products,
even they are agree to pay
more. To follow the
customers need is our aim.
Eco labels make the
customes to do better
choices of products and it
enhace the image of the
product.
Which
organization
award these
eco-labels?
Does the
company take
iniciatives to
market the
eco labels?
a. I am personally not an expert
on all labels but we do have
experts within our company
group to ensure that labels we
decide to include in our product
range can be trusted. b. I answer
below from my sales and
consumer perspective: Labels
should be both trusted and well
known for consumers. The most
well known eco label in Sweden
is Krav but EU eco label is also
important and growing.
However there are also other
“green labels” such as “Bra
Miljöval, Svanen, Utz (in coffe),
Rain forest Alliance, Fair Trade
that to some extent also have
I will answer by email No, we don’t market the labels. It is
the company itself who marketing
their labels. And the suppliers maket
their products that the products are
eco-labelled.
I am not directly linked with ecolabels
department.
These are well reputes
organisations Krav, Svanen
etc. I am not sure the
accurate process.
No answer
Do you think
that the eco-
label
successfully
communicate
s the message
to
customers?
a. Most consumers do not in
detail know the different
criterias for different labels. b.
However some well known
labels do have the trust from
consumers to guide and
influence conscious choices.
Yes, helps to guide cutomers to
differeciate the products that
are eviromnetal-friendly with
that of which are not.
Yes, a little informatuíon is provided
on the products if it environmental-
firendly or healty or good for
children etc. so helps customers to
differenciate the products.
Customers know about ecolabels, the
products are controlled for their lower
impact on environment and health
aspects are considered.
Yes, I think because
consumers are cautious
about the organic food and
other products.
Yes I think it depends on
the popularity of eco
label.
Are there any
initiatives
taken by
company to
make these
labels
understood
by the
customers?
a. Retailers can guide where
to find more information and
learn more about specific labels
but the main focus is on working
with the most well known and
respected labels.
no answer No, eco-labels such as KRAV is very
strong eco-labels and
On our website information about
Änglamark is given, while others as
Krav are famous we donot market
them.
We at the store help the
customers to understand
these labels.
we are also awaring the
customers, on our
website we have detail
information about
ecolabels that we use.
This information helps
the customers to know
more, while I believe
customers today already
aware of ecolabels.
Do you think
customers
trust eco-
labels?
a. Yes, the most well known
labels do build up trust from
consumers but to different
degrees. It requires much from
consumers to evaluate and
make conscious choices so
consumers are selective in what
labels they trust.
Yes customers trust on these
ecolabels. I think it is brand
that make customers to trust,
brand is strong.
Yes, consumers trust it very much,
thinks Coop and the managers have
never seen that customers don’t
believe in eco-labels.
Customers trust on ecolabels. Yes, they do because of the
image of awarding bodies
may be.
Yes I think it depends on
the popularity of eco
label. Again the same
answer.
Do you think
many
different eco-
labels affect
consumer’s
response
towards the
product?
a. I think that different
consumers choose and respond
differently and that it also
differs between different
product categories. For instance
families with children want to
choose eco labeled fruits and
vegetables for their children but
to less degree are concerned
about what they eat
themselves. Also eco labeled
food can actually be or being
perceived as more tasty.
May be customers turn to the
product because of ecolabel.
It effects the people who only
wanted the same eco-labels. And
many and many customers are
increasingly asking for eco products
as they see the effect on
environment, ice is melting on fast
phase and global warming.
We can only judge by popularity of
ecofriendly products and their
increased sales that customers want
eco friendly products.
Yes I believe customers want
ecolabelled products as I
said they agree to pay more.
No answer
70
2.3) Keywords selection and changed column order
Questions keywords C2 C1 W1 I1 I2 W2
Attract new customers
Communicating the offers
Aware customers about their ecological prodcts.
Quality and safe products
Customers precive them as sustainable
Take responsibility for environment
Take social responsibility
Increase the Image of the companyAttract new customers
ProfitsMaintain the green image
Collection or avalibilty of ecological products
Less Prices /offersIncreased sales of eco frindly productsGood Segeration of ecological products
Internet/Websites
Socal media- Facebook and Instagram
NewspaperPoint-of-SaleBrochures
Billboards
T.V advertisments
Point-of-Sale
Social Media
Mails
Membership panels
Weekly Offers
Decreasing the prices
Quality and brand nameCreating awarenss about environment, health
and sustainablility
Prodcuts are environmently-firendly
'Eco För Alla' - Ecological prodcts can be afforted
by everyone.
ICA I love eco
Products are sustainable
Prodcuts are healthy
Inform the customers
Reduce the food waiste
Healthy
Better for environmentRecycling information
All Kind of appealsApproved eco labels
No child labour social aspect
Good for you, product relatedclimate and enviroment
They come to buy ecological products
Motivite cutomers to buy eco-products on
Positive trend in salesMessage through flims
assure that this product is ok to buy
Help customers to makeconcious choicesRegulated by Government
recognize this mark as certified product
eco-labes are very storng in guiding Levels of requirments in order to be qualified
for the labels. childern in schools are educated about the eco-
labels.
Eco friendly product
differentiate the product
Depends on popularity of ecolabelsGuide the customers
Web page is created
Retailers can guide customersBrands itself create awareness
15. Do you think customers trust eco-labels? yes
Popularity of products
Different customers respond differently
13. Do you think that the eco-label successfully communicates the
message to customers?
14. Are there any initiatives taken by company to make these labels
understood by the customers?
16. Do you think many different eco-labels affect consumer’s response
towards the product?
7. What are main contents of messages that a company want to
convey to its customers about their green initiatives?
8. What are the intentions of your company behind using the verbal
messages on packaging?
8. What types of claims (product related, environmental, or social
cause related) do you use in green message contents?
10. Do you think customers are aware of all the messages that the
company want to deliver them? Why?
11.What are the arguments for your decision to have ecolabels for
green products?
6. How do you motivate customers to buy more ecological through
these channels?
1. What are the main aims of ecological promotion by your company?
2. What benefits does communication of green strategies bring for
companies?
3. Do you think that customers come to store because of the
communication of green initiatives?
4. What channels is the company using to promote the green
products? Which is the most effective channel for green marketing?
5. Does the comminution channels posses two-way process i.e. an
opportunity for customers to give feedback about green products?
71
2.4) Formation of red ovals
Questions keywords C2 C1 W1 I1 I2 W2
Attract new customers
Communicating the offers
Aware customers about their ecological prodcts.
Quality and safe products
Customers precive them as sustainable
Take responsibility for environment
Take social responsibility
Increase the Image of the company
Attract new customers
Profits
Maintain the green image
Collection or avalibilty of ecological products
Less Prices /offers
Increased sales of eco frindly productsGood Segeration of ecological products
Internet/Websites
Socal media- Facebook and Instagram
Newspaper
Point-of-Sale
Brochures
Billboards
T.V advertisments
Point-of-Sale
Social Media
Mails
Membership panels
Weekly Offers
Decreasing the prices
Quality and brand nameCreating awarenss about environment, health and
sustainablility
Prodcuts are environmently-firendly
'Eco För Alla' - Ecological prodcts can be afforted by
everyone.
ICA I love eco
Products are sustainable
Prodcuts are healthy
Inform the customers
Reduce the food waiste
Healthy
Better for environmentRecycling information
All Kind of appeals
Approved eco labels
No child labour social aspect
Good for you, product relatedclimate and enviroment
They come to buy ecological products
Motivite cutomers to buy eco-products on weekly offers
Positive trend in salesMessage through flims
Assure that this product is ok to buy
Help customers to makeconcious choices
Regulated by Government
Recognize this mark as certified product
Eco-labes are very storng in guiding
Levels of requirments in order to be qualified for the
labels. Childern in schools are educated about the eco-labels.
Eco friendly product
differentiate the product
Depends on popularity of ecolabelsGuide the customers
Web page is created
Retailers can guide customersBrands itself create awareness
15. Do you think customers trust eco-labels? yes
Popularity of products
Different customers respond differently
14. Are there any initiatives taken by company to make these
labels understood by the customers?
16. Do you think many different eco-labels affect consumer’s
response towards the product?
7. What are main contents of messages that a company want to
convey to its customers about their green initiatives?
8. What are the intentions of your company behind using the
verbal messages on packaging?
8. What types of claims (product related, environmental, or social
cause related) do you use in green message contents?
10. Do you think customers are aware of all the messages that the
company want to deliver them? Why?
11.What are the arguments for your decision to have ecolabels for
green products?
13. Do you think that the eco-label successfully communicates the
message to customers?
1. What are the main aims of ecological promotion by your company?
2. What benefits does communication of green strategies bring for
companies?
3. Do you think that customers come to store because of the
communication of green initiatives?
4. What channels is the company using to promote the green
products? Which is the most effective channel for green marketing?
5. Does the comminution channels posses two-way process i.e. an
opportunity for customers to give feedback about green products?
6. How do you motivate customers to buy more ecological through
these channels?
72
2.5) Customer questionnaire in Swedish
Undersökning om marknadsföring av ekologiska produkter - Grön marknadsföring
Vi två är masterstudenter från Högskolan i Gävle, och vi gör denna undersökning som en del
av vår magisteruppsats. Syftet är att ta reda på vilka media och meddelanden som foretag
använder för att påverka kundernas medvetenhet om ekologiska produkter. Vi vara tydliga
md att ditt deltagande är frivilligt och den information som du lämnar kommer att hållas
anonym och konfidentiell.
Vänligen svara på följande frågor: -
1. Kriterierna som jag använda för att köpa produkter är?
• Pris
• Varumärke
• Miljövänlighet
• Alla tre ovan
• Igen
2. Jag besöker butiken för att:
• Att jag har sett annonser för miljövänliga produkter
• Att jag har fått ett erbjudande
• Jag litar på ett företags miljövänlighet
• Alla tre ovan
• Igen
3. Jag prioritera att köpa miljövänliga produkter än andra? Förklara varför?
• Ja
• Nej
______________________________________________________________________
4. För att göra val av miljövänliga produkter, vill jag ha detaljerad information om
miljövänliga produkter
• Ja
• Nej
5. Jag har fått information om miljövänliga produkter från följande media? Gradera svaren 1
till 7, 1 står för viktigast.
• Dagstidning/Veckotidning
• TV
73
• Reklamtavlor
• Flygblad
• Websida
• Sociala Medier (Facebook, Instagram eller YouTube)
• I butiken
6. Bästa sättet för mig att ta emot information är:
• Onlinekanaler
• Tryfkta medier
• Båda
Jag vill få kampanjer och information om miljövänliga produkter via sms?
• Ja
• Nej
7. Jag brukar återkoppla till företaget genom att:
• Prata med chefen för butiken
• Skicka e-mail
• Medlemspaneler
• Sociala medier
8. Den viktigaste information om miljövänliga produkter i en annons är för mig (Gradera
svaren 1 till 4, där 1 är viktigast):
• Info om hälsoeffekter
• Info om återvinning
• Info om att företaget stöder sociala orsaker
• Info om miljöpåverkan
• Inget av dessa
Om svaret är "inget" nämn en orsak nedan.
___________________________________________________________________________
___________________________________________________________________________
9. Jag liter på annonser om miljövänliga produkter.
• Håller starkt med
• Håller med
• Instämmer till viss del
• Instämmer inte alls
• Håller absolut inte med
74
10. Jag liter på annonser från foretaget.
• Håller starkt med
• Håller med
• Instämmer till viss del
• Instämmer inte alls
• Håller absolut inte med
11. Jag prioriterar att köpa produkter med certifierade miljömärkningar.
• Håller starkt med
• Håller med
• Instämmer till viss del
• Instämmer inte alls
• Håller absolut inte med
12. För mig betyder att en produkt är miljömärkt att den är:
• Miljövänlig
• Bra för hälsan
• Har ett högre pris
• Allt detta
13. Miljömärkningar gör att:
• Det är lättare för mig att identifiera miljövänliga produkter.
• Jag blir lite konfunderad när jag ser flera miljömärkningar.
• Med mycket information det blir svårt för mig att förstå vad som är rätt.
14. Jag är intresserad att veta hur produkten fick miljömärket?
• Ja, det ge en positiv bild av produkten
• Nej, det är inte viktigt, jag tror på varumärket
15. Jag tror på miljömärken?
• Ja.
• Nej.
16. Finns det något miljömärke som du litar på? Gradera svaret 1 till 7, där 1 är det du litar på
mest.
• KRAV
• Others
Vänligen skriv anledningen till svaret på denna fråga.
_________________________________________________________________________
75
2.6) Key words selection customer survey
Price
Eco friendly
Brand
All
Sustainibility of company
Advertisement of eco friendly products
Offers
All
None
Yes
No
Price is high
Health sake
Environment
Yes
No
Newspaper
TV
Billboards
Brochures
Websites
Social media (Facebook, you tube, Instagram)
Point of purchase (store)
Online channel
Printed Media
Both
SMS
Both
None
Information related to health issues
Information about recycling
Information about donations to social causes
Information related to environment
None of above
Taking to manager in store
Sending email
Membership panels
Social media
Never give feedback
Strongly agree
Agree
To some extent
Strongly agree
Agree
To some extent
Disagree
Strongly disagree
Strongly agree
Agree
To some extent
Environment friendly
Good for health
Premium price
All
Making it easier for me to identify green products
I become confuse when I see many ecolabels
Yes, it can create the positive image of the product
No, it is not important, I believe in the brand name of the product
No answer
Yes
No
Sometimes
Others
Krav
Trust on company
Important
Fulfill certain requirements
Thinking about future
Reliable
No answer
Please also mention the reason for your answer of above question.
13) I prefer to buy the products with certified eco labels
2) I am visiting the store because of?
3) I prefer ecofriendly products over others? Please explain why?
4) To make choices for green products, I want to know about the detailed information
about attributes of ecofriendly products?
5) I am actively receiving information about ecofriendly products from the following
channels?
6) The most suitable way of communication for me is:
7) I want to know about the campaigns of ecofriendly products through?
9) The information in the advertisement of ecofriendly products that is most important to
me is:
8) I usually give feedback to the company by:
10) I believe that advertisement messages by companies attract me towards eco friendly
product?
12) I trust the advertisement messages delivered by the company
1) The criteria that I use to buy the products is?
17) I trust in ecolabels?
19) Below is the list of eco labels. Is there any specific eco-label that you trust more or
any emotions attached?
Questions Keywords
14) For me the meaning of ecolabel on product is:
15) Eco labels are
16) I want to know how the product has been certified by the eco-label?
76
2.7) Red ovals formation customer survey
C20 C37 C12 C21 C3 C31 C10 C1 C13 C24 C29 C36 C2 C19 C33 C34 C12 C22 C23 C25 C7 C27 C4 C35 C6 C9 C32 C5 C28 C30 C16 C8 C40 C39 C11 C14 C15 C17 C18 C26 C38 I10 I8 I1 I4 I11 I5 I13 I16 I6 I16 I20 I18 I30 I35 I39 I28 I33 I34 I32 I38 I9 I7 I22 I17 I24 I31 I23 I37 I23 I37 112 I15 I25 126 I19 I27 I36 I21 I2 I14 I29 I40 W10 W17 W1 W7 W21 W28 W9 W14 W20 W29 W33 W37 W35 W38 W39 W40 W11 W18 W26 W25 W30 W13 W24 W4 W8 W16 W19 W22 W12 W3 W5 W31 W6 W27 W2 W23 W15 W32 W34 W36
`
Coop Ica Willys
Price
Eco friendly
Brand
All
Sustainibility of company
Advertisement of eco friendly products
Offers
All
None
Yes
No
Price is high
Health sake
Environment
Yes
No
Newspaper
TV
Billboards
Brochures
Websites
Social media (Facebook, you tube, Instagram)
Point of purchase (store)
Online channel
Printed Media
Both
SMS
Both
None
Information related to health issues
Information about recycling
Information about donations to social causes
Information related to environment
None of above
Taking to manager in store
Sending email
Membership panels
Social media
Never give feedback
Strongly agree
Agree
To some extent
Strongly agree
Agree
To some extent
Disagree
Strongly disagree
Strongly agree
Agree
To some extent
Environment friendly
Good for health
Premium price
All
Making it easier for me to identify green products
I become confuse when I see many ecolabels
Yes, it can create the positive image of the product
No, it is not important, I believe in the brand name of the product
No answer
Yes
No
Sometimes
Others
Krav
Trust on company
Important
Fulfill certain requirements
Thinking about future
Reliable
No answer
Keywords
77
2.8) Pattern formation customer survey
C20 C37 C12 C21 C3 C31 C10 C1 C13 C24 C29 C36 C2 C19 C33 C34 C12 C22 C23 C25 C7 C27 C4 C35 C6 C9 C32 C5 C28 C30 C16 C8 C40 C39 C11 C14 C15 C17 C18 C26 C38 I10 I8 I1 I4 I11 I5 I13 I16 I6 I16 I20 I18 I30 I35 I39 I28 I33 I34 I32 I38 I9 I7 I22 I17 I24 I31 I23 I37 I23 I37 112 I15 I25 126 I19 I27 I36 I21 I2 I14 I29 I40 W10 W17 W1 W7 W21 W28 W9 W14 W20 W29 W33 W37 W35 W38 W39 W40 W11 W18 W26 W25 W30 W13 W24 W4 W8 W16 W19 W22 W12 W3 W5 W31 W6 W27 W2 W23 W15 W32 W34 W36
`
Coop Ica Willys
Price
Eco friendly
Brand
All
Sustainibility of company
Advertisement of eco friendly products
Offers
All
None
Yes
No
Price is high
Health sake
Environment
Yes
No
Newspaper
TV
Billboards
Brochures
Websites
Social media (Facebook, you tube, Instagram)
Point of purchase (store)
Online channel
Printed Media
Both
SMS
Both
None
Information related to health issues
Information about recycling
Information about donations to social causes
Information related to environment
None of above
Taking to manager in store
Sending email
Membership panels
Social media
Never give feedback
Strongly agree
Agree
To some extent
Strongly agree
Agree
To some extent
Disagree
Strongly disagree
Strongly agree
Agree
To some extent
Environment friendly
Good for health
Premium price
All
Making it easier for me to identify green products
I become confuse when I see many ecolabels
Yes, it can create the positive image of the product
No, it is not important, I believe in the brand name of the product
No answer
Yes
No
Sometimes
Others
Krav
Trust on company
Important
Fulfill certain requirements
Thinking about future
Reliable
No answer
Keywords
78
Appendix 3: Collaboration letter
Gävle 1/25/17
Proposed co-operation for master thesis
Archana Yadav and Sana Riaz are Master students at the University of Gävle.
Their thesis concerns ‘Green Marketing’, and they will study which communication
strategies that are effective in raising customer awareness of the company’s efforts, when it
comes to green marketing.
The study will be a case study, done at three companies within retail sector in Sweden, by
interviewing two managers in each company and making 120 queries with customers at site in
the stores.
The managers and companies’ names will only be known to the students and their supervisor
and examiner.
In June 2017, the students will visit you and present the results of their study and you will
receive two copies of the thesis.
Best regards
Dr Sarah Philipson, supervisor
Associate Professor in Marketing, University of Gävle
Email: [email protected]
79
Appendix 4:
4.1) Operationalization of Interview guide
Concept Questions Reference Motivation and Comments
Green marketing Describe your
understanding about green
marketing?
Tiwari et al., (2011);
Suki (2013); Awan &
Wamiq (2016)
To know about green marketing from
respondents
What are the main aims of
ecological promotion by
your company?
Chen et al., (2006) To know from our respondents that
either the aims of adopting the
ecological promotions are relevant to
achieve the desired results, i.e.
Customer awareness.
Green marketing
communication
Do you think that
customers come to stores,
because of the
communication of green
initiatives? If yes, how do
you knew that?
Biloslavo &
Trnavcevic (2009);
To know from the respondents if they
focus on the feedback of customers
given on social media a tool to know
the effectiveness of green
communication, either customers are
getting the same what companies
want to convey.
What benefits do the
communication of green
strategies bring for the
company?
Biloslavo &
Trnavcevic (2009);
Ndubisi (2005);
Gupta & Kumar
(2013); Ammenberg
(2006); Almossavi
(2014)
Identifying the benefits of green
marketing communication from the
company’s perspective.
Effectiveness of
communication
channels
Which channels are you
using to promote the
green products?
Bhattacharya & Sen
(2010); Reilly &
Hynan (2014); Awan
& Wamiq (2016)
To identify the specific
communication channels from our
respondents. For example, Tv,
billboards, websites etc.
Why are these channels
effective for green
marketing?
Reason for using that particular
channels.
Does the company take
initiative to receive
customers’ feedback
about green strategies?
To know is the implemented channel
is providing the two-way
communication, which makes
credibility and transparency of
messages.
80
Do the results of
ecological promotion
depend on the choice of
communication channel?
To find out the companies’ point
view related to the selection of
communication channel and desired
results of the communication.
Messages What are main contents of
messages that a company
want to convey to its
customers about their
green initiatives?
Jerzyk (2016) To know if the company wants to
make aware of environmental issues,
by providing recycling message on
packaging, to increase the image of
the company, while involving in
charities and inform its stakeholders
about being green
What types of claims
(product related,
environmental, or social
cause related) do you use
in green message
contents?
Ku et al., (2012);
Chittra, (2007);
Damhorst (1999)
To identify the specific types of
claims that companies are using to
convey the green messages are used
to convey these messages.
Do you think that
environmental claims in
the advertisement
messages enhance the
effectiveness of
communication?
Grimmer & Woolley,
(2014); King &
Mackinnon, (2001)
Theoretical part suggest that
environmental appeals increase the
worth of messages, the intention from
this question is that if the brand or
product is already eco-friendly then
what respondents think about to use
the environmental claims for
advertisement.
What are the intentions of
your company behind
using the non-verbal
messages on packaging?
Jerzyk (2016) The purpose of this question is to
know that packaging is also
considered as important tool for
communication, what the companies
want to convey by this tool to the
consumers.
Do the results of
ecological promotion
depend on the choices of
communication
messages?
To know the relationship between the
message content and green marketing
campaigns.
81
Eco-labels Does the company use
eco-labels for green
products or not? What are
the arguments for your
decision?
Banyte et al., (2015) To find out the reasons of using the
eco-labels especially the relationship
between eco-label and the product
offered by the company.
Which organization award
these eco-labels?
What are the criteria for
selecting an eco-label?
To know why company trust that
eco-label, benefits of using that label.
Do you think that the eco-
label successfully
communicates the
message to customers?
Literature review has shown that
consumers do not have enough
knowledge about eco-labels. The
purpose of this question is to know
about the communication through
eco-labels from managers and then to
interpret the differences.
Trustworthiness of
Eco-labels
Do you think that
consumers trust these eco-
labels?
Thøgersen et al.,
(2009); D'Souza et
al., (2006)
to find out the trustworthiness of eco-
labels, from the respondents’ point of
view how important the trust factor
is.
Customer
Awareness by using
eco-labels
Are there any initiatives
taken by company to
make these labels
understood by the
customers?
D'Souza et al., (2006) According to literature review eco-
labels are not conveying the complete
knowledge, the purpose of interview
question is to know from respondents
how they are facing this challenge.
Trust and eco-
labels
What strategies do your
company use to gain trust
of customers in eco-
labels?
Trust is an important factor to
enhance the green image of the
products, from different theories the
purpose of question is to find the
initiatives taken by the companies to
increase the trust in eco-labels.
Impact of eco-
labels on
consumer’s
purchase intentions
Do you think eco-labels
affect consumer’s
response to the product?
Van Amstel et al.,
(2008); Thøgersen et
al., (2009)
To know the intentions of companies
using eco-labels for green products.
82
4.2) Operationalization of customer query
Concept Questions Reference Motivation and Comments
Green marketing The criteria that I use
to buy the products
is?
To know about the purchasing criteria
of respondents
I am visiting the store
because of?
The purpose of interview question is to
know from our respondents that either
they are visiting the store due to the
communication or marketing of
products.
I prefer eco-friendly
products over others?
Please explain why?
Interview question is used to know from
the respondents if they focus on buying
the eco- friendly products over others.
Green marketing
communication
To make choices for
green products, I
want to know about
the detailed
information about
attributes of eco-
friendly products?
Du, et al., (2010);
D’Souza et al., (2006) ;
Davis (1995)
To identify the willingness of
consumers towards receiving the
information of eco-friendly products
through communication.
Green marketing
communication
channels
I am actively
receiving information
about eco-friendly
products from the
following channels?
Biloslavo & Trnavcevic
(2009); Mayank & Amit
(2013); Awan & Waqim
(2016); Yadin (2002);
Hutter, Hautz, Denhardt
& Fuller (2013)
To identify the specific communication
channels from our respondents. For
example, TV, billboards, websites etc.
The most suitable
way of
communication for
me is:
The purpose of survey question is to
know that either the customer trust on
green marketing communication.
I want to know about
the campaigns of
eco-friendly products
through?
Chan (2004) To know from customers either they
want to buy eco-friendly products over
other normal products.
83
Communication
messages
The information in
the advertisement of
eco-friendly products
that is most important
to me is:
Awan & Wamiq (2016);
Chittra, (2007); King &
Mackinnon (2001)
To find out the important
communication messages contents.
I usually give
feedback to the
company by:
To find out the understanding of
customers about eco-labels.
I believe that
advertisement
messages by
companies attract me
towards eco- friendly
product?
Awan & Wamiq (2016);
Jerzyk (2016)
To know how much the customers are
concerned about the process of
controlling the products for eco-labels.
I trust the
advertisement
messages delivered
by the company
Jerzyk (2016) The purpose is to find out if the
customers trust on ecolabels.
Eco-labels I prefer to buy the
products with
certified eco-labels
To find out the preference criteria of
ecolabels from customers’ point of
view.
For me the meaning
of eco-label on
product is:
Thogersen et al., (2009);
Horne (2009)
To find out the understanding of
customers about eco-labels.
Eco-labels are Thogersen et al., (2009)
; Rahbar & Wahid
(2011); Tiwari et al.,
(2011)
To find out the understanding of
customers about eco-labels.
I want to know how
the product has been
certified by the eco-
label?
Horne (2009);
Thogersen et al. (2009)
To know how much the customers are
concerned about the process of
controlling the products for eco-labels.
I trust in eco-labels? Suki et al., (2015) The purpose is to find out if the
customers trust on ecolabels.
Below is the list of
eco-labels. Is there
any specific eco-label
that you trust more or
To find out the preference criteria of
ecolabels from customers’ point of
view.
84
any emotions
attached?
Please also mention
the reason for your
answer of above
question.
85
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